Research & Brainstorming

After a process of brainstorming and analyzing the core values of the MTV brand i have drawn some conclusions.
Firstly, based on the brief and keeping into consideration the target market, i have drawn various concepts and ideas. The personality characteristics related with the MTV brand and its target market (16-24 year-olds) are fun, anarchic, shameless, challenging, in your face, smart and witty. Therefore, the idea behind MTV being a virus needs to challenge the everyday problems the youth is currently facing. One of the main issues is that of authority figures, e.g: parents, siblings, neighbors,teachers, police etc.
The idea behind my concept is to portray everyday confrontations with these authority figures and when they are exposed to the virus, their "expected" attitude changes to a completely "unexpected" one.