Mono: MSNBC "Lean Forward"
client: MSNBC
agency: Mono
date: October 2010
location: New York City, Los Angeles, Chicago, Seattle, Denver, Atlanta and rural New Jersey
duration: 10 days
production: 20 days

When MSNBC launched a two-year, multi-million dollar campaign to market their new politically progressive identity in October 2010, Klip Collective and Minneapolis-based creative agency Mono were hired to convey the importance of the moment at the official launch party at the 7 World Trade Center in New York City.

In advance of the event, Klip dispatched two four-person production teams on a 10-day, eight-city tour. At each location, the teams custom built temporary installations combining large-scale projections of the campaign’s tagline, “Lean Forward,” on iconic landmarks in a variety of urban and rural settings.

Footage of those installations was displayed in multiple locations during the official launch event to create the illusion of multiple live feeds from around the country. Combined with live projections on three buildings that were visible from the event in Lower Manhattan, the project created the feel that a massive campaign was being launched from multiple locations simultaneously.


Telly Awards - Silver for Non-Broadcast: Corporate Image 2011

Philadelphia ADDY Awards - Gold for Non-Traditional Advertising 2011

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