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MTV World Design Studio Milan. Single entry – 00’20” Chameleon Context— MTV recreates itself for each generation. Our audience is constantly changing and we always change with them. Since we visually aligned all our MTV channels globally in 2009, we now embark on connecting with today’s youth – the ‘Millennials’. Brief— Our 2012 idents should reflect the young, exciting lives of our audience, and connect emotionally with them. They should also relate to the themes in our core programming; bringing it all together in the MTV world! Engaging our audience is key. They ask nothing less, but to be entertained, surprised, inspired and empowered. Solution— Each of the 2012 MTV idents use a unique animation style, but come together in a unified way to express emotions related to our shows’ content and audience’s lives. ‘Chameleon’ is about absorbing new ideas (coming at you from all angles) and using them to make your own opportunities… and in just 20 seconds covers the subjects of sport, learning, social media, personal hygene, advertising and celebrity culture!! VIMN MTV World Design Studio Milan