MTV was seeking a ground breaking street level ad that would promote the series premier of their new show “The buried life”. To present MTV with a user engaged ad, Monster Media, the global leader in storefront advertising, partnered with Maude to develop a campaign experience that would make a distinguishable connection between pedestrians and MTV’s “The buried life”. The Ad was placed at 521 5th Ave.in NYC.
MTV’s documentary series asks the question –‘What do you want to do before you die?’ following four young men on their journey to mark items off their list while helping strangers mark goals off theirs’. Mirroring that intention, the unique storefront included three areas to submit your goal to achieve, an oversized scrolling list of all wishes and an area to select a clip from the show to preview.
The campaign was a huge success as it increased the viewer awareness of the series premier and recorded high number of engagements within the first day of launch.
Agency: Orlando-based Monster Media and Maude, USA