"Firework", the collaboration between Katy Perry, EMI, Deutsche Telekom and Saatchi & Saatchi was named Video of the Year at the MTV Music Video Awards in Los Angeles on Sunday evening, the top honour of the international awards. Saatchi & Saatchi and Deutsche Telekom worked with Katy Perry to create “Katy’s Project” – a casting call for Deutsche Telekom customers to audition for appearances in the “Firework” video. Of the 38,000 applicants, 250 were invited to participate in the four-day shoot in Budapest as well as have their experience documented on film. The final four minute film has had over 220 million hits.
European Creative Director for Deutsche Telekom, Jason Romeyko said: “Deutsche Telekom believe that life is better when shared. It is a sentiment particularly apparent in great partnerships. Firework is a collaboration between an artist, record company, client, agency and Katy’s fans- that has created a spectacular moment. “For my team and I, it has been a privilege to be in the middle of all of this. To experience the combined creativity and dreams of each participant, including Katy, has been remarkably energising and mind-opening. Pure positivity from every side has taken this idea from advertising into pop culture? My congratulations to Katy and her team for this incredible achievement and thank you for letting us be a part of it.”
The “Firework” video was nominated for three awards, including Best Female Video and Best Video with a message in addition to the Video of the Year category.
Saatchi & Saatchi are the international agency for Deutsche Telecom in Europe. The 'Life is for Sharing' platform has run across 10 markets since 2008. Katy’s Project is one of a series of innovative events including; “Angry Birds”, a live re-enactment of the cult Rovio game, a Royal Wedding spoof which has over 20 million hits online and counting; "Sing-a-long" in Trafalgar Square, where 15,000 people took part in a mass Karaoke; 'Dance' which featured a flash mob in Liverpool Street Station; and the heart-warming 'Welcome Back' filmed at Heathrow T5 which has attracted more than 8.5 million views on YouTube.
Katy Perry is the first female and second artist overall after Michael Jackson to have five number one singles from one album on the Billboard Hot 100 chart. The Forbes 100 star was nominated for 10 MTV awards and took home Best Collaboration and Best Special Effects for E.T. featuring Kanye West.
The MTV Music Video Awards are an annual celebration of the most popular artists as voted for by the general public and a panel of professional jurors. Since its birth in 1984, the awards have established a cult following. The 2011 ceremony attracted the biggest audience in the network’s history with a record-breaking 12.4 million total viewers.