MTV 'Concrete Beats'

The Brief

To create brand awareness for MTV, we were asked to create a viral innovation that invades spaces, disrupting, corrupting and mutating a chosen environment.

The Solution

We corrupted the worlds major city streets through, Concrete Beats which audaciously mutated public sidewalks, zebra crossings and round-a-bouts into a musical traffic playground! By bending a few rules of traffic and road safety awareness, this campaign aimed to ruffle a few feathers and create controversy amongst the public and the law, generating critical outcry and added media coverage. Concrete Beats was readily available to upload, share and discuss daily roadside production online as part of the viral effect and global recognition.