Work: MTV

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In a bizarre global campaign that Viacom's MTV International breaks this week around the world and in a seminar at the International Advertising Festival in Cannes, France, 30-second spots were produced by combining three-second segments created by 10 different MTV channels. Each channel saw only the preceding three seconds produced in another region. The materialwas exchanged in digital format and edited together to produce 16 spots. The campaign's name, "Exquisite Corpse," comes from an old word game in which players see only part of what other players have written.
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