MTV UK and global lifestyle brand Timberland today announced that they have commissioned a new ad-funded documentary with the working title Timberland presents Roots Remixed with Loyle Carner.
The 2 x 30 minutes documentary, which aligns with Timberland’s largest ever global ad campaign ‘Nature needs Heroes’, will be produced by Rumpus Media. Filming will begin this October with the documentary set to air on MTV UK later this year.
In addition to the linear show, content will be distributed across VOD, digital and social. Sky Media, who handle MTV’s ad sales, will deliver 30-second VOD spots from early November as well as bespoke clips which are being produced for MTV’s digital and social platforms. The first episode will also be available to view on MTV’s YouTube channel for a limited time after TX.
The documentary will follow British musician Loyle Carner as he returns to his hometown of Croydon to explore ‘urban greening’, the term used to describe projects that mutually benefit city dwellers and their environments. Loyle will visit a number of different sites and speak to variety of experts to promote the area’s creativity and highlight the importance of green spaces to create positive change for local communities and the environment.
The show has been created in partnership with MTV and DRUM (Omnicom Media Group UK’s specialist creative content agency), alongside Kinc and Rumpus. Together with Sky Media, acting on behalf of MTV ad sales, DRUM has also managed the partnership with PHD Manchester developing the media strategy and negotiating the deal.
“We know that our audience are huge fans of Loyle Carner and are highly engaged with environmental issues, so this partnership with Timberland to produce a documentary that combines the two makes perfect sense. Jeremy Davies, Director of Music, Commissioning & Development, MTV UK said: “MTV offers a great platform for brands looking to bring their personalities to life and connect with new audiences.”
Giorgio D’Aprile, Senior Director Marketing Timberland EMEA comments on the partnership “At Timberland we believe that nature needs heroes. As a brand rooted in the outdoors, we think everyone should have access to green spaces as we know they help improve individual wellbeing and strengthen communities. We are very excited to partner with MTV and Loyle on this documentary. Loyle is a sincere and conscious artist with a humble yet active attitude for a better social and sustainable future. His values are strongly aligned to Timberland and the Nature Needs Heroes campaign. We look forward to joining Loyle on his journey of exploring urban greening in his hometown and sharing it with the MTV UK viewers.”
Timberland presents Roots Remixed with Loyle Carner, was commissioned by Davies for MTV, will be exec produced by Morgan Roberts and directed by Paula Haydock for Rumpus Media.
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