When we started working on the MK is… campaign, the biggest challenge was to make young South Africans fall in love with local music and in turn also with MK – the leading voice of the local music scene. We wanted them to realise that MK is… just like them.

So we made MK into a real life character who was on Facebook, tweeted and filmed episodes from his life. These daily episodes flighted on the MK channel and synchronised on all digital platforms. Fans could BBM, direct message or befriend MK on Facebook in real time and MK would respond in real time. We used the music of 22 new indie bands across all content, exposing our audience to bands they didn’t know existed. In total we created three characters who each lived for 20 days.

By integrating across all channels, we generated over 90 000 Facebook interactions, 1100 tweets and reached no 6 on YouTube’s most watched list. It’s largely thanks to MK’s vision and willingness to try new things that this campaign became a success.

The campaign has been nominated for a D&AD pencil in the Channel Branding and Multi-platform Branding and Promotions Categories. The awards will live streaming tonight at 20:00. It’s also been nominated for a One Show Design Pencil in the Broadcast Design Category.


Executive Creative Director: Fran Luckin
Creative Director: Mariana O’Kelly
Writer: James Smith, Frank van Rooijen, Mark Haefele
Art Director: James Smith, Frank van Rooijen, Mark Haefele
Account Executives: Kay Motabu, Caree Ferrari

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