Creative ensured that MTV was seen as dangerous, underground and progressive. The pan-European concept used street and urban imagery as its inspiration. The monkey central logo is an ageless icon and is understood by all languages. Youth personified – his mission is to free us from the fluffy and unreal world of Show Business. He shows us the celebrities for what they really are and wants us to decide their fame or downfall. Fans are compelled to interact, and take a stand.

Over ten million votes were cast online (30 million page impressions). The show attracted an estimated one billion TV viewers globally. Young people all over Europe have recaptured a feeling of discovery and ownership, building to a showcase event that is very cool and also consistent with the initial communications objective. This was 100,000 (14.6% increase) more votes per category than 2002.