MTV kicks off Freedom campaign with 'utopian' EMA activation

Viacom International Media Networks brand MTV chose to activate its new Freedom campaign at its European Music Awards (EMA) last night (25 October).

The Freedom flag was unveiled outside the Duomo di Milano
The Freedom flag was unveiled outside the Duomo di Milano

Taking place on the Piazza Duomo in Milan, Italy, the Freedom initiative was launched when thousands of fans held up a 23 x 16 metre flag, which incorporated national flags from all over the world.

The banner was lifted as singer Pharrell Williams closed the night with a performance of his track, Freedom.

The MTV Freedom campaign seeks to raise awareness, activism and donations in support of the current refugee crisis. The flag aimed to symbolise the birth of a ‘utopian’ country with no borders. 

Last night’s EMA Awards took place at Mediolanum Forum in Milan. The event was held in partnership with Tezenis Underwear, which held a VIP experience competition in the run-up to the awards, and Guitar Hero Live, which set up a dedicated area for talent backstage.

MTV claimed the EMA as the first music award show to broadcast the entire event through a virtual reality live-stream. Consumers around the world could download the 2015 MTV EMA app on their iOS or Android device and enjoy an immersive viewing of the show via a cardboard viewer.

The brand also collaborated with Instagram to host a Boomerang-inspired booth backstage. Launched last Thursday (22 October), Boomerang takes bursts of photos and stitches them together to form a mini video that plays forward and back.

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