The ‘Welcome Snoop’ campaign started with a brief to give MTV Networks Australia a local tone of voice. MTV is known for producing American TV shows; but MTV also produce Australian content. The challenge was to give MTV Australia a personality relevant to its local audience.In answer to that challenge, we developed the strategy to put an MTV icon into the Australian culture, and stir the pot. The icon was the infamous rapper, Snoop Dogg, and the creative vehicle would be his fight for Australian citizenship. It was an idea that created a storm of controversy and PR for MTV Australia.

Snoop first announced that he was moving to Australia at the Sydney ‘Good Vibes’ music festival.When Snoop was denied an entry visa to Australia, speculation mounted as to whether he would be allowed in to host the MTV video music awards.During the awards show, Snoop accepted an award in a staged ‘live cross’ to a yacht on Sydney Harbour.A ‘vote for Snoop’ message directed people to mtv.com.au/snoop where they could sign a petition.Events, posters, magazine, TV and web ads, including a documentary, appeared. ‘My Space’ and mtv.com.au/snoop housed the voting system for Snoop's legitimate citizenship push.