Launch a new MTV concept: The music never stops.

Balloons are a worldwide icon for celebration. The idea was to tell the stories and show the characters of MTV's 21 year's existence with balloons. The essential ingredients in the implementation were simplicity and a wealth of detail, two apparently contradicting factors.

Eight thousand sleeves were inserted into the most important newspaper in the Brazilian advertising market. The action generated dozens of posts and comments on social networks. We handed a sleeve to Neymar, a risingstar in Brazilian soccer, and asked him to wear it during practice. The photo of the star’s tattooed arm was stamped on all the news portals and on the first page of the largest newspapers in the country.