MTV Australia ran an integrated advertising campaign earlier this year focused on the suggestion that US rapper Snoop Dogg was planning to move to Australia. Earlier in 2007 Snoop Dogg visited Sydney to shoot pictures for the campaign, appearing with model Sophie Monk as his fictional partner investigating property. The print and video campaign was designed to lead up to Snoop Dogg appearing at the MTV Australia music video awards in April. Unfortunately Snoop’s re-entry into Australia was denied by the Australian Federal Government in the wake of his drug-related convictions. The campaign became a movement to gain citizenship for Snoop, hosted online at www.mtv.com.au/snoop and www.myspace.com/voteforsnoop
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The Welcome Snoop Dogg campaign was developed at Lowe Hunt, Australia, by creative director Dejan Rasic, creatives Rebecca Carrasco and Howard Collinge, executive agency producers Lisa Cordukes and Charna Henry, head of production Darren Bailey.
Sound for the case study was produced at Sound Reservoir.