The Music Never Stops

Agency: Loducca


To launch MTV’s new concept - The music never stops - we used one of music’s universal symbols: the band t-shirt. We selected t-shirts of artists of different generations. Then we cut them in half and sewed the halves together. On one side, an artist of the current generation. On the other, an artist who influenced him. Over 2,500 models were delivered to four different states in Brazil. VJs and musicians wore them on MTV and were watched by millions. It was made clear to the public. Just like music, MTV never stops.

This professional campaign titled 'The Music Never Stops' was published in Brazil in March, 2011. It was created for the brand: MTV, by ad agency: Loducca. This Ambient medium campaign is related to the Media industry and contains 1 media asset. It was submitted about 13 years ago.


Advertising Agency: Loducca, São Paulo, Brazil
Creative Directors: Guga Ketzer, Cassio Moron, Pedro Guerra, Marco Monteiro
Art Director: Gregory Kickow
Copywriter: Patrick Matzenbacher
Executive producer: Sid Fernandes


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