MTV Staying Alive - "MTV Staying Alive Chewing Gum"

Who We Are:
We believe positive dissatisfaction is the mother of reinvention. That’s why our icon is the octopus. It’s the only organism on the planet that routinely edits its own DNA to adapt, innovate, and thrive.It outsmarts the competition by constantly changing. It reinvents, repeats, reinvents, repeats.And so do we.
What We Do:
In today’s rapidly changing world, innovation hinges on a combination of agility and adaptability. And the key to success is for brands to recognise the opportunity and responsibility to innovate because brands who do grow faster. Our capabilities allow us to proactively challenge and evolve brands across paid, owned and earned expressions and experiences.
How We Do It:
For businesses to grow, the most valuable currency is not how consistent you are it’s how you innovate. We believe that the fuel for innovation is positive dissatisfaction. Dissatisfied with the way it’s always been, with handcuffs and limits and rules, with insights that aren’t insightful, and with creative that doesn’t make you feel. This philosophy unites our 55 markets and makes us the most effective agency network pound for pound for twelve years running.