MTV wanted to bow to the King of Pop and searched for a worthy expression of sadness at the day of mourning.

The idea is based on a global symbol of mourning: The black ribbon combined with a typical pose of Michael Jackson symbolised the mourning about a gorgeous singer, songwriter, dancer, entertainer and person.

At the day of mourning for the King of Pop, reports and videos of Michael Jackson were running all day long. Because of the many communication channels, like internet, TV, print and posters, which were used, a big target group was reached.