Ogilvy South Africa

Let’s talk colour


The Brief

The 21st of March 2016 was declared as the International Day against Racism. As a brand that’s never been afraid of controversy, we were asked to add some fuel to the conversation.

The Solution

So on that day, we removed the colour from our channel, turning it into a platform to talk about race and racism. The entire MTV Channel became the medium. #letstalkcolour appeared on all content, all day, and a ticker tape was added to our broadcast to air our audience’s views in real time.

For the full duration of the 21st of March, all advertising was removed from the channel and replaced with unique interviews of our audience letting them share their opinions and views and ways to unite. Unique idents were also created to fuel the conversation.