Arch Creative have recently started working with a pretty cool client who need no introductions. You might guess it from the title. We’re working on a number of projects for MTV including developing a range of collateral for their new Pimp My Summer Ball promotion.
Essentially Pimp My Summer Ball is a competition that MTV run to give one UK University the Summer Ball of a lifetime (including top name DJs, chart topping pop acts, fairground rides, a foam party and booze…and plenty of it). All the students have to do is hashtag themselves on Twitter en masse. You can also boost the chances of whichever Uni you’re supporting by downloading MTV Trax and signing yourself up.
Working closely with the MTV Trax brand guidelines we developed a new brand identity utilising a summery colour palette. The logo has been developed into a 3D animated ident, promotional flyer and posters. Our design integrates MTV’s logo within the word “pimp”, showcasing the brand and emphasising MTV’s inherent involvement.
We’ve given the logo a subtle 80s vibe through the fonts and colours – reminiscent of the sun, fun and sexiness of Miami Vice. The various iconography continues this theme through the base, geometric style of the fast forward button and the sunshine rays in a nostalgic nod to classic graphic design.
We’re more than happy to be a part of the process in delivering one of the biggest University events of year to the campus with the most competitive Twitter followers. A quick scan of Twitter shows the Tweet Wars are well under way – outstanding entries so far from Herts Uni, Lincoln Uni, Royal Holloway and the reigning champs at Teeside. In fact, looking at the Twitter feed so far… it looks like Teeside might walk it again. Prove us wrong.
Last time around, Pimp My Summer Ball became the biggest inter-Uni contest ever held. That’s not a bad effort – and Arch is here at the start of this campaign to make sure this one’s bigger and better.
We’re pretty damn happy with our latest client, and we’re looking forward to the other projects MTV will be throwing our way. To top off a nice project some nice things have been said about us:
‘It was a pleasure working with Arch Creative on this project. As time was of the essence, we stripped down our brief to some informal blurb on email. In any case, Arch took the initiative, read between the lines and came back with a brilliant selection of concepts to choose from. Once we had decided on a route, Arch again went off with very little further guidance from us, and delivered a range of assets for this campaign which were beyond our initial expectations. We will be working with them again!’
Shiraz Baziko, Events and Partnerships, MTV Networks Europe
