Collective will first develop a pilot TV web show, if the pilot is picked up by MSN, Collective may then be contracted to design the website to house it, create mobile applications to promote it, before finally looking to develop online and console games to complement the interactive nature of the campaign.
The show, Kangaroo Court, is positioned as the antidote to human injustice. Pete Way, Head of Content at Collective, describes the show as “a cross between ‘Judge Judy’ and ‘Animals do the funniest things’, featuring real-life human arguments solved by real-life animals – it is quite literally the Law of the Jungle”.
Collective won the MSN Entertainment contract as part of the Content360 competition held at MIPTV 2009. Content360 is an international competition for digital producers, interactive agencies and mobile and internet application providers to pitch original ideas to leading broadcasters, agencies and brands. Since its launch three years ago, the Content 360 competition has attracted 1,000s of new ideas from all over the world and awarded over €500,000 in development funding.
To win, Collective beat 86 entries from 41 different countries, as judged by Niko Chauls, managing editor, MSN Video, Microsoft Corporation, who commented: “The Content360 competition at MIPTV allowed MSN to invite pitches from some of the world’s most creative and forward thinking agencies and independent content creators. Collective’s proposal stood out for its creativity and strategic delivery, backed up by their impressive track record and experience of working for broadcasters such as Channel 4, the BBC and ESPN.”
Al Cox, Head of Strategy at Collective says: “Winning this campaign for one of the world’s biggest brands, considering the quality and quantity of competition we were up against, is testament to the brilliance of Collective’s content team. It’s a real challenge to pull together such a high profile, content-driven campaign, but it’s one that we relish and we’ve already built a strong relationship with MSN that we are confident will continue to grow.”
Collective (collectivelondon.com) is a London-based digital creative agency that creates remarkable websites and brand-driven campaigns. Renowned for its collaborative approach and innovative use of rich media, Collective’s current clients include Honda UK, Honda Motor Europe, Callaway Golf, Snickers, Doritos, learndirect, Sega and EA Games.
Formed in 2003, Collective’s team is currently 40 strong.