When MTV, the music television network wanted to expand its footprint in the Asia-Pacific region, we created a magazine ad campaign that ran in selected youth and teen magazines.

 

The ads are an hilarious yet profound statement about the kind of music that MTV will never ever air on TV. And the thought is summed up by the tagline: 'No wonder there's a MTV generation.

 

The print ads triggered a big spike in viewership across the region and a ripple-effect of millions of sign ups on