MTV were approached by DKLW to take GM's CORSA mascot puppets 'The CMONs' and make them famous across europe. They suggested we create a music video, but no one really knew who these puppets were.
So instead we re-invented them as an iconic rock band complete with salacious backstories. We covered their career through a newly minted MTV Mockumentary show called "MTV Under The Radar" (they're only small). As well as a suite of integrated collateral for a campaign that spanned branded TV content, a fully functional Under The Radar webpage, magazines, press releases and a few music videos. We even commissioned a full rock album. Ten tracks, the only lyric being... C'MON!
This was one of the first pieces of content we had ever created. Throughout DKLW and the client were brave about our insistence of minimal product use and edgy tone, making this a truly native piece of branded content for our audience. The campaign went on to win an M&M award.