Project fame
MTN is always looking for new opportunities to engage meaningfully with a very volatile youth market. With MNET’S Project Fame – they got that opportunity.
The solution required the creation of a brand expression that would captivate the market for a six week period.
The secret lie in the creation of a visual language that is largely undefined – as the weeks go by, the contestants perform different music genres, memories are created – and the broadcast identity and event branding is participating in the process. Themes like ‘Rock’, ‘Vegas Glam’ & ‘Acid Jazz’ were introduced and evolved over the required period to lend a unique personality to the sponsorship programme.