EMA 2017

London calling.

The MTV EMAs, one of the year's most significant global music events, celebrates the world's hottest artists. This grand spectacle provides music enthusiasts with a distinctive multiplatform experience, spanning MTV's expansive global network of over 60 channels and 300 digital media properties and platforms. In 2017, the MTV EMAs made a triumphant return to London after a 21-year hiatus.

Once again, we were entrusted with the opportunity to craft the promotional campaign and promotional graphics package for the MTV EMAs. This encompassed a wide range of elements, including on-air promos, social media content, print materials, and interactive experiences. From the vibrant live stage arena to all broadcast applications, the brand kit delivered a unified and cohesive visual identity for the event.

Rita Ora.

The host-star embodies a blend of pop, rock, and Beyoncé-like charisma. She consistently radiates brilliance and fearlessly embraces whatever life throws her way. With the spirit to helm a music award show and the attitude to do it uniquely her own, she's the perfect choice.

Viewers who tuned in were treated to a remarkable performance by the 2017 MTV EMAs host, Rita Ora, along with electrifying acts by Eminem, Demi Lovato, Shawn Mendes, Stormzy, The Killers, Kesha, Liam Payne, Travis Scott, French Montana, and Camila Cabello. The entire show unfolded on a cutting-edge stage, a first for any awards event, featuring a raised platform and 20 hydraulic lifts. In a memorable moment, U2 graced London's historic Trafalgar Square to perform "Get Out Of Your Own Way" and received the prestigious Global Icon award of the night.

Impact

The 2017 MTV EMAs emerged as the most significant music event globally, with ratings experiencing substantial growth. Overall ratings increased by +7% for all demographics and +9% for the 15-34 age group compared to the previous year. Notably, there were substantial rating surges in several countries, including Spain, Africa, New Zealand, Poland, Portugal, Sweden, and South Africa. In the UK, ratings saw a remarkable uptick, with a +11% increase for all demographics and a staggering +36% boost for the 15-34 age group.

On the social media front, video streams surged significantly, rising by +35% across all platforms. We're delighted that fans were captivated by the star-studded 2017 EMAs and extend our gratitude to London, a world-class city that brought together artists from across the globe for the most prominent music celebration.

CREDITS

VP Creative: Sean Saylor
Brand Creative Director: Maxi Borrego
Design Lead: Charlx Alemañy
Creative team:
Senior Art Director: Carlos Mendez
Copywriter: Sol Astolfi 
Designer: Ismael Picardi / Milagros Fiuza
Production & Operation Director: Delfina Chiesa
Producer: Camila Gonzalez Navedo
Host promo Production Company: Canadá Films
Photographer: Smallz + Raskind.