MTV Australia’s Christmas advertising campaign this year centred on a group of young people connecting with the international phenomenon of ‘throwie’ movies, using 2000 glowing LED lights to light up a Sydney city building.
Click on the image below to play the video in YouTube
The MTV Christmas Throwie campaign was developed at MTV Australia, and Lowe Hunt, Sydney. The MTV team included creative director Vanessa Zuppicich. The Lowe Hunt team included creative director Dejan Rasic, head of production Darren Bailey and creative/director Simone Brandse, editor Kris Rees, senior producer Lisa Cordukes, director of photography Frank Buffone, photographer Ben Sullivan and typographer Hillary Bunt.
The shots were unscripted. Two handheld cameras were passed around to capture the action in a candid, documentary style.
The Throwie phenomenon was originally developed by Graffiti Research Lab as a new kind of graffiti art to be used on ferromagnetic surfaces. An LED throwie is a small 10 mm diffused LED (light emitting diode) attached to a lithium battery and magnet. See here for instructions.
Take a look at the range of Throwie movies at YouTube.
Music by Peter Bjorn and John
Music for the MTV throwie videos is ‘Young Folks’, a popular track by Swedish indie rock band Peter Bjorn and John, with guest singer Victoria Bergsman, ex The Concretes.
Lyrics for Young Folks
If i told you things i did before
told you how i used to be
Would you go along with someone like me
If you knew my story word for word
had all of my history
would you go along with someone like me?
I did before and had my share
it didn’t lead nowhere
I would go along with someone like you
It doesn’t matter what you did
who you were hanging with
we could stick around and see this night through.
And we don’t care about the young folks
talkin’ bout the young style
And we don’t care about the old folks
talkin’ ’bout the old style too
And we don’t care about our own faults
talkin’ ’bout our own style
All we care ’bout is talking
talking only me and you
Usually when things has gone this far
people tend to disappear
N-one will surprise me unless you do
I can tell there’s something goin’ on
hours seems to disappear
Everyone is leaving i’m still with you
It doesn’t matter what we do
where we are going to
we can stick around and see this night through