Challenge: From Britney kissing Madonna to Kanye grabbing a mic, the MTV VMAs is an event where unpredictable, culture-shifting moments happen genuinely. Craft a campaign for the 2018 VMAs that leverages the show’s legacy of being a rare place where anything can happen.

Strategy: Everything might happen. Drawing inspo from online culture ruled by unconfirmed rumors and frenetic clickbait, the campaign was built to generate questions. From surprise performer announcements to blind-item messaging, we used pop media’s obsession with gossip to ignite organic VMA-driven conversations.