THE BRIEF:
Our brief was to inform & invite people to the 2014 Metro FM Music Awards. Focusing
on a black audience, our task was to create hype around this annual event.
Our aim was to capture this enthusiasm for the event by creating an urban, youthful &
relevant campaign that speaks to the target market. By doing this we would ensure a
connection between the musicians, the fans and the Brand.
IDEA:
Three Deep Solo is a character that was developed for the campaign.
He is an African American guy from Oakland, who was here for the 2013 Awards & has
made his return for 13th Metro fm Music Awards.
When he arrives in South Africa we chronicle his journey & adventures as he visits
different Tourist destinations in Johannesburg & Durban – leading up to the big moment
of him ending up with a ticket to the event, which gives him access to South African
celebrities & nominees for the MMAs. Three Deep Solo ends off his South African
adventure with an interview on Expresso, the morning after the MMAs.
Received a Silver Loerie :Digital and Interactive Media Campaign: Social Media
