PRINT CAMPAIGN PROMOTES MTV CANADA'S SECOND SEASON
By Adnews Staff
Craig Broadcast Systems of Calgary is promoting the second season of MTV Canada with a print campaign created by Palmer Jarvis DDB of Vancouver. The campaign also aims to increase viewership among teens. Four executions consisting of stock photos with free-hand sketches added to them are running in shopping centres, transit systems and movie theatres. One ad shows the statue of David holding a sketched of a microphone. The second ad depicts a teacher with a guitar, microphone and mohawk drawn on him. The third ad shows a high diver with a chalked-in image of a rocket strapped around his waist. The final ad shows a logging truck approaching the outline of a jump ramp. The ads include the logos of MTV and MTV2 and the channels' Web site address. The copy reads, "You'll wish everything was as entertaining." The campaign will run in Toronto, Calgary and Vancouver for five weeks. Media planning and buying for MTV Canada is done by HYPN of Toronto. Public relations are handled by BenchMark Porter Novelli of Vancouver.