16 Aug MK is… any questions?
An interesting campaign by Ogilvy Joburg’s content division, 1984 for M-net music channel MK. Instead of the traditional logo/pay-off line/brand message, MK and 1984 have created three characters who define the channel. The unbranded campaign follows the lives of three characters online through facebook, twitter and a blog that’s updated daily with anecdotes, pics and video footage that take a gritty and honest look at South African youth and popular culture.
Simply called MK is… the campaign lets the audience interact with the characters and ultimately draw their own conclusions as to what or who MK is. The three character journeys each have a lifespan of 20 days and get up to a lot in that time. Daily episodes on the MK channel are synchronised with daily facebook posts, blog entries and tweets that fill in the rest of the story.
The MK is… footage was filmed in just 10 days with no script, no schedule, and a single video camera. American Apparel photographer Purienne, made the long trip from LA to shoot the sixty-episodes, simply because he fell in love with the idea. The episodes feature original tracks by some of South Africa’s lesser-known artists that are making great waves abroad: from ex pats living in Taiwan, to bands releasing 12 inches in Chicago.
Interested? Confused? We’ve got an interview planned with the creative team behind the MK is… campaign and would like to ask questions on behalf of the 10and5 community. If there is anything you’d like to question them on, any hows or whys then please leave your questions in the comments section and we’ll get the answers. Or just let us know what you think.