Context: MTV used to be the source for coolness, but today, with so much access to user-generated content, it’s harder for a youth brand to stay relevant.
Insight/Idea: MTV needed to regain its cultural cool, by communicating its attitude and unique view of the world. MTV proves to skeptic teens that it still has an attitude and influence.
Why This Case: Understanding of youth, translating values of an iconic brand, making them relevant to a new generation.