Project: VH1 network 20th Anniversary

Create a campaign for the entire VH1 network stating it is VH1’s 20th anniversary

Primary Target:

Adults 18-49

Married, dual-income

Watch television after work to relax

Keep up with pop culture- have a general idea to what’s going on in the music world

When discussing music, they feel more comfortable talking about artists from when

they were younger

Feel they have “outgrown” MTV

About VH1:

Began 3 years after MTV with the intention of appealing to an older, upscale

audience.

Likes to have a strong connection with the audience and produce shows which create

a unique relation with viewers (i.e. I love the 70’s, 80’s, 90’s series).

Hosts philanthropic events around the country (i.e. Save The Music: A Concert to

Benefit the VH1 Save the Music Foundation).

Promotional Strategy:

VH1 and MTV attract two different audiences, as a result, VH1’s focus is not to

convert MTV viewers.

Link the nostalgia of the anniversary with VH1’s strong audience connection. Make

them feel that they have been a part of the past 20 years.

creative brief

ABook

ofMemories

Twenty years of VH1Twenty years of Bruce Springsteen

1985 was the year that myself and The E Street Band

completed our ‘Born in the USA tour.’ We were for-

tunate to have several top 10 singles at this time like

‘Dancing in the Dark,’ ‘Glory Days,’ and ‘My Homet-

won’ and performed them around across the globe.

In ‘87 I got together with Mick and Bob Dylan to perform at the Rock and Roll Hall

of Fame awards in New York. This was the first tine I had met Bob and playing with

both of them was unforgettable.

In ‘88 performers from all over the

world participated in the Human

Rights Now concert to benefit Amnesty

International

After coming off tour in 1993, I wrote and re-corded ‘Streets of Philadelphia’ for the movie. This song earned me an Academy Award and several Grammys...I’ve always liked that song!

In ‘95 myself and The E Street Band released our greatest hits record.

In 1999 I had one of my proudest

moments. I was inducted into

the Rock and Roll Hall of Fame

and Bono of U2 was my presenter.

The band and I went back on the road in 2002 for The Rising Tour. I went back to the studio after touring to record Devils and Dust. In 2005 this record was complete and took me back on tour around the world.

Here’s to another great twenty years.

‘85- Born in the USA

‘85- Glory Days

‘85- I’m Goiu Down

‘85- I’m on Fire

‘85- Stand On It

‘85- Trapped

‘86- My Hometown

‘86- War

‘87- Because The Night

‘87 Brilliant Disguise

‘87- Fire

‘87- Spare Parts

‘87- Tunnel Of Love

‘88- All That Heaven Will Allow

‘88- Chimes of Freedom

‘88- One Step Up

‘92- 57 Channels(And Nothin On)

‘92- Better Days

‘92- Human Touch

‘92- Leap of Faith

‘92- Roll of Dice

‘94- Streets of Philadelphia

‘‘95- Murder Incorporated

‘97- Secret Garden

‘98- I wanna Be With You

‘02- The Rising

‘05- Devils & Dust

A Book

of Memories

Twenty years of VH1Twenty years of Madonna

In 1985, I began to get my

first real taste of being a

‘pop star’. The virgin tour

brought me to 28 cities in 62

days and each night was its

own experience.

Once the virgin tour ended, it was back to the studio to go at it again. My hard work started being recognized by more than my fans and I was nominated for grammy’s in both ‘86 and ‘87.

1993 brought my second tour, “The Girlie Show.” This experience let me perform around the world and includ-ed “Bad Girl” and “Rain.”

Evita was released in

October of 1996 and I received

a Golden Globe for best

actress in a musical in 1997.

Evita combined my love for both acting and singing. The movie produced a multi-platinum soundtrack and included the singles “You Must Love Me” and “Don’t Cry for me Argentina.

With the new millenium I was

fortunate enough to continue doing

what I love and continue doing it

my way. In ‘04 I went on my

“Re-Invention Tour” in North

America and Europe.

2005 brought trying times to our world, but italso brought great opportunity for us to help our fellow man. I proudly took part in a benefit show for Tsunami aid and also performed in London as a part of the worldwide Live 8 Concert to fight hunger in Africa.

‘84- Like a Virgin

‘85- Crazy for You

‘86- Live to Tell

‘86- Papa Don’t Preach

‘86- Open your Heart

‘87- Who’s That Girl

Here’s to another great twenty years.

‘90- Vogue

‘90- Justify My Love

‘92- “This Used to be My Playground

‘94- Take a Bow

‘00- Music

‘01 What it Feels Like for a Girl

‘03- Hollywood

‘03- Me Against the Music

‘04- Love Profusion

‘00- American Pie

‘83- Holiday

‘84- Borderline

‘84- Lucky Star

‘85- Material Girl

‘85- Dress You Up

‘86- True Blue‘89- Cherish

‘93- Bad Girl

‘93- Rain

‘94- I’ll Remember

‘94- Secret

‘95- Bedtime Story

‘96- You Must Love Me

‘97- Don’t Cry for Me Argentina

‘98- Frozen

‘98- Ray of Light

‘‘98- The Power of Goodbye

‘99- Beautiful Stranger

A Book

of Memories

Twenty years of VH1Twenty years of Janet Jackson

“Control” in ‘86 was my

third released CD but my

first real success in. The

record was once described as

“A young woman’s decla-

ration of freedom. I still

consider this a great compli-

ment to the meaning behind

my music.

In 1989 I released the Rhythm Nation 1814 record. The Control

record was about my life, this record is about the world around me. This CD earned me my first

grammy and took me on tour in

‘90.

In 1995 I teamed up with Michael to record “Scream.” In addition to getting to spend time with my brother, we also won a Grammy

In ‘97 I released my most

personal record. “The Velvet

Rope,” featured childhood and

adult pressures and took a

great deal of strength to per-

form. I took these songs on

tour around the world.

In 2000, I was given the opportunity to co-star with Eddie Murphy in “The Nutty Professor 2.” What a great job, I got to laugh everyday! I also worked on the soundtrack and resulted in a #1 hit called “Doesn’t Really Matter.”

In 2001, I released my “All For

You” record. This record was

more upbeat than “The Velvet

Rope” and was fun to perform on

tour.

‘85- Fast Girls

‘86- Control‘86- What Have You Done for Me Lately

‘86- When I Think Of You

‘87- Let’s Wait Awhile

‘87- The Pleasure Principle

‘89- Miss You Much

;89- Rhythm Nation

‘90- Alright

‘90- Black Cat

‘90- Come Back To Me

‘90- Escapade

‘91- Love Will Never Do (Without You)

‘91- Again

‘93- If

‘93- That’s The Way Love Goes

‘93- Throb

‘94- Any Time, Any Place/And On And On

‘94- Because of You

‘94- You Want This/70’s Love Groove

‘95- Runaway

‘95- You Want This

‘97- Got ‘Til It’s Gone

‘98- Go Deep

‘98- I Get Lonely

‘98- Together Again

‘00- Doesn’t Really Matter

‘01- All For You

‘01- Someone To Call My Lover

‘01- Son Of A Gun

‘04- All Nite (Don’t Stop)

‘04- I Want You

‘04- Just A Little While

Here’s to another great twenty years.

‘85- Fast Girls

‘86- Control‘86- What Have You Done for Me Lately

‘86- When I Think Of You

‘87- Let’s Wait Awhile

‘87- The Pleasure Principle

‘89- Miss You Much

;89- Rhythm Nation

‘90- Alright

‘90- Black Cat

‘90- Come Back To Me

‘90- Escapade

‘91- Love Will Never Do (Without You)

‘91- Again

‘93- If

‘93- That’s The Way Love Goes

‘93- Throb

‘94- Any Time, Any Place/And On And On

‘94- Because of You

‘94- You Want This/70’s Love Groove

‘95- Runaway

‘95- You Want This

‘97- Got ‘Til It’s Gone

‘98- Go Deep

‘98- I Get Lonely

‘98- Together Again

‘00- Doesn’t Really Matter

‘01- All For You

‘01- Someone To Call My Lover

‘01- Son Of A Gun

‘04- All Nite (Don’t Stop)

‘04- I Want You

‘04- Just A Little While

Here’s to another great twenty years.1. Live Bruce singing song from Devils and Dust record (2005). Transitions song into song from Born to Run record (1994).

2. As song transitions, Bruce from 1994 appears behind the present-day Bruce and joins him. The two Bruces are playing and singing together and then transition to a song from Born in the USA (1984).

3. As song transitions, Bruce from 1985 appears behind present-day Bruce also and joins the two of them. The three Bruces play and sing together.

4. Last shot.

1. Live Madonna singing song from American Life record (2004). Transitions song into song from Bed-time Stories record (1994).

2. As song transitions, Madonna from 1994 appears behind the present-day Madonna and joins her. The two Madonnas are singing together and then transi-tion to a song from True Blue (1986).

3. As song transitions, Madonna from 1986 appears behind present-day Madonna also and joins the two of them. The three Madonnas sing together.

4. Last shot.

1. Live Janet singing song from All for You record (2001). Transitions song into song from The Velvet Rope record (1997).

3. As song transitions, Janet from 1986 appears behind present-day Janet also and joins the two of them. The three Janets sing and dance together.

2. As song transitions, Janet from 1997 appears behind the present-day Janet and joins her. The two Janets are singing and dancing together and then tran-sition to a song from Control (1986).

4. Last shot.