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MTV’s global multimedia image campaign ‘Exquisite Corpse’
CANNES: MTV is premiering its latest multimedia visual image campaign, Exquisite Corpse in Asia, Australia, Europe, Latin America, North America and Russia.
Produced in 16 markets around the world, the debut of Exquisite Corpse marks the first ever collaboration between MTV’s creative directors utilising materials exchanged digitally via the Internet. The global campaign was unveiled yesterday by MTV Networks International creative president Brent Hansen at the 50th Anniversary of the International Advertising Festival 2003 in Cannes, France.
An official release informs that Exquisite Corpse is based on an old parlour game played by several people, each of whom would write words or phrases on a piece of paper. Then the sheet is folded to conceal part of it after which it would pass on to the next player for his contribution. Cadavre Exquis, as it was originally known, was also used by the surrealists in the early 20th century, such as Lautréamont, Ernst & Calas to explore the mystique of accident.
Using this concept as inspiration, MTV’s channels around the world participated in a form of imaginative and creative Exquisite Corpse. They came up with just three seconds of material based only upon seeing the preceding three seconds of material that was produced in another region. The material was exchanged in digital format over the Internet and finally edited together to produce each of the campaign’s 16 30-second spots. Featuring original music, the result is a distinctive, yet abstract, blend of animation, still and moving images, which highlights the diversity of the company’s award winning localised TV channels and Web sites states the release.
The 16 MTV channels and MTV Web sites involved in Exquisite Corpse are Asia, Australia, Brazil, Canada, Europe, Germany, Italy, Japan, Korea, Latin America, Nordic, Poland, Russia, Spain, US, UK & Ireland. The entire campaign is being made available to all of MTV’s 38 channels and 22 Web sites. A Web page unique to the campaign, www.exquisitemtv.com has been produced providing all regions with a link and the ability to stream the 30-second spots, along with flash animations illustrating the campaign’s concept.
In addition MTV Latin America will be competing for an award at the ad festival with its latest campaign, I Once Saw MTV (Una Vez Vi MTV), produced in partnership between MTV Networks Latin America VP marketing Cristian Jofre and the creative agency, la comunidad. This was one of the 50 ads that Leo Burnett had earlier selected for its annual Cannes competition. The scene where the baby girl goes towards the mothers breasts in a fetching manner because she saw the music channel is hilarious.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
