London - "Firework", the collaboration between Katy Perry, EMI, Deutsche Telekom and Saatchi & Saatchi was named Video of the Year at the MTV Video Music Awards in Los Angeles on Sunday evening, the top honour of the international awards.
Saatchi & Saatchi and Deutsche Telekom worked with Katy Perry to create "Katy's Project" - a casting call for Deutsche Telekom customers to audition for appearances in the "Firework" video. Of the 38,000 applicants, 250 were invited to participate in the four-day shoot in Budapest as well as have their experience documented on film. The final four minute film has had over 220 million hits.
European Creative Director for Deutsche Telekom, Jason Romeyko said: "Deutsche Telekom believe that life is better when shared. It is a sentiment particularly apparent in great partnerships.
"Firework is a collaboration between an artist, record company, client, agency and Katy's fans- that has created a spectacular moment.
"For my team and I, it has been a privilege to be in the middle of all of this. To experience the combined creativity and dreams of each participant, including Katy, has been remarkably energising and mind-opening. Pure positivity from every side has taken this idea from advertising into pop culture?
"My congratulations to Katy and her team for this incredible achievement and thank you for letting us be a part of it."
The "Firework" video was nominated for three awards, including Best Female Video and Best Video with a message in addition to the Video of the Year category.
Saatchi & Saatchi is the international agency for Deutsche Telecom in Europe. The 'Life is for Sharing' platform has run across 10 markets since 2008. Katy's Project is one of a series of innovative events including; "Angry Birds", a live re-enactment of the cult Rovio game, a Royal Wedding spoof which has over 20 million hits online and counting; "Sing-a-long" in Trafalgar Square, where 15,000 people took part in a mass Karaoke; 'Dance' which featured a flash mob in Liverpool Street Station; and the heart-warming 'Welcome Back' filmed at Heathrow T5 which has attracted more than 8.5 million views on YouTube.
Katy Perry is the first female and second artist overall after Michael Jackson to have five number one singles from one album on the Billboard Hot 100 chart. The Forbes 100 star was nominated for 10 MTV awards and took home Best Collaboration and Best Special Effects for E.T. featuring Kanye West.
The MTV Music Video Awards are an annual celebration of the most popular artists as voted for by the general public and a panel of professional jurors. Since its birth in 1984, the awards have established a cult following. The 2011 ceremony attracted the biggest audience in the network's history with a record-breaking 12.4 million total viewers.
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
