MTV
Not sorry: one beautiful unsuccessful pitch.
Claim / Concept / Film / Outdoor / Print
“She’s my best friend. And sometimes I just wish something bad would happen to her.”
The I Feel You Hotline would be an actual 24-hour hotline that people could call into, to discuss complicated feelings, to unload, to share happy news, let off steam, cry, scream, be happy, or simply to not feel alone. And when shit gets real, we would have protocols through which to handle serious situations.
“Fuck that. I’m not sorry about anything. I won’t apologize. And I wouldn’t do anything differently. I am who I am.”
#notsorry is a campaign that celebrates an unapologetic approach to life. With this campaign, we show people of all ages who are #notsorry. From famous musicians who fought their parents for life on the stage, to boys fighting to become girls, to youth standing up for basic human rights around the world. Because we believe life is not a rehearsal.
MTV is #notsorry.
“A song I can’t listen to? For sure. Damien Rice, The Animals Were Gone. I had just had back surgery. And when I came home she was gone. My girlfriend left me… during surgery. I was completely alone. And I couldn’t even get out of bed. So now, every time I listen to it… Well. I just can’t. You know, everyone has that song. The song they can’t listen to.”
The Face the Music campaign would show individuals listening to their song with only the camera as witness. As they listen, their expressions might change minimally or drastically. A single tear might fall, or their entire face might light up with joy. It is a campaign with real people and real emotions.
