MTV 'WELCOMES SNOOP' TO OZ WITH 19 PART MULTI PLATFORM CAMPAIGN VIA LOWE HUNT
MTV Australia, via Lowe Hunt Sydney, has launched “Welcome Snoop”, a 19-part multi-platform campaign starring Snoop Dogg documenting the international superstar’s bid to become an Australian “citizen”. Over the next 7 weeks, television, online and mobile audiences can follow the music mogul’s transformation to become an upstanding Australian citizen.
The creative team was Lowe Hunt’s Dejan Rasic, Rebecca Carrasco and Howard Collinge, who have since left the agency with Rasic and Carasco setting up their own shop with former LOwe Hunt MD, Ben Colman called Colman Rasic Carrasco.
Directed by Plaza Films' Paul Middleditch the hilarious footage shows Snoop Dogg vying to become an upstanding Australian citizen. He buys a house in the conservative Vaucluse, upsetting the neighbours, and moves in with girlfriend Sophie Monk but is still flanked by a posse of girls. It shows Snoop having dinner with Monks’ parents, playing cricket, washing the dishes, struggling with the national anthem and cruising on the harbour at sunset.
After coming to Australia to film the spots earlier in the year, Snoop started showing genuine interest in buying property in Australia so MTV invited him back to appear at the 2007 MTV Australia Video Music Awards in April. However, he was denied a visa because after an unlicensed gun was found in his car, an offence he pleaded guitly to and was let off with a community service commitment. The publicity that ensued following the visa denial prompted MTV to launch it “Vote for Snoop to Get Citinzship” with fans asked to sign an online petition (www.mtv.com.au/snoop) showing
their support for Snoop.
Client: MTV Networks Australia.
Agency: Lowe Hunt, Sydney
Creative Director: Dejan Rasic.
Creative Team: Dejan Rasic, Rebecca Carrasco & Howard Collinge.
Talent Liaison: India Bent, Happy Bash Communication
Head of Production: Darren Bailey.
Website: Liquid Protocol.
Senior Producers: Charna Henry & Lisa Cordukes.
Editors: Peter Whitmore, Kris Rees.
Production Company: Plaza Films.
Director: Paul Middleditch.
Producer: Peter Masterton.
Photographer: Andreas Smetana.
Retouching: Electric Art.
Sound: Sound Reservoir.
MTV Creative Director: Vanessa Zuppicich.
MTV Marketing Team: Colin Blake & Sam Coombes.
MTV Managing Director: Dave Sibley.
MTV Communications & Publicity Manager: Laura Vozzo.