GRAND PRIX, 5 GOLD & 2 YELLOW D&AD PENCILS FOR OUR "MK IS..." CAMPAIGN!!

Fully integrated campaign i developed with my 2 colleagues James Smith & Mark Haefele at 1984. A separate content division within Ogilvy Johannesburg which we founded. The campaign was developed for South African Music television channel MK.

The campaign, titled MK is..., is based on the observation that much like its audience, MK is many different things, but that ultimately it simply is. So instead of defining the channel with a tag line and ad campaign, we turned the traditional approach on its head, choosing instead to let the audience draw its own conclusions about what, and who, MK is.

MK is...was filmed in just 10 days. In keeping with the general theme, the sixty-episode campaign was shot with no script, no schedule, and a single video camera.

The resulting footage is gritty, unrefined and honest, and more often than not, pretty controversial too. It deviates significantly from traditional ad campaigns in that it includes no logo, tag line or link to MK the channel in general (other than the fact that the episodes are screened on MK).

Awards we have won for this campaign till date:
2 x Yellow D&AD Pencils
2 x Bronze One Show Pencils
1 x Pendoring awards GRAND PRIX
4 x Gold Pendoring Awards
1 x Silver Pendoring Award
1 x Gold Loerie Award
1 x Silver Loerie Award
1 x Bronze Loerie Award

All video episodes (60!) shot for this campaign can be viewed via the 3 blogs we created for each of the 3 different characters:

- Blog 1: http://www.mkis.co.za/
- Blog 2: http://www.mkis.co.za/eatsleephavevisions/
- Blog 3: http://www.mkis.co.za/sweetnothings/

Campaign credits:

Client: MK

Creative Director: Frank van Rooijen, Mark Haefele, James Smith, Mariana O'Kelly
Art Director: Frank van Rooijen, Mark Haefele, James Smith

Writer: Frank van Rooijen, Mark Haefele, James Smith

ECD: Fran Luckin

Production Company: Now&Partners

Producer: Daniel Siegler, Julia Thorpe, Lisa Wides

Director: Henrik "Animal Style" Purienne

Editor: Jamie Taylor