We led a four-step methodology: to understand why teenagers get bored, and how we stop it:

on the science of boredom with behavioural scientist interviews (neuroscientist, sociologist and psychologist).

Deep dive 

with people who are actively 'killing boring'.

Innovator interviews

across 5 markets to see boredom in action and create a film as well as 75 f2f interviews.

Youth ethnography 

of 16,000 young people across 26 markets.

Quantitative survey 

Our insights focused MTV’s repositioning from slacker brand to Killing Boredom. We even inspired a series of idents poking fun at boring celebrities which were banned (but you can see 

MTV is a global and iconic brand interweaved in youth culture. But the evolving media landscape means it’s facing new challenges. MTV need to be recognised as sitting alongside others and wishes to be seen as the smarter, ‘finger on the pulse’ brand in the youth set.