The weekend held great accolades for M-Net’s radical music channel MK as, along with its agency Ogilvy Johannesburg, the channel left the Pendoring and Loerie Awards in Cape Town with nine major awards!

On Friday, 21 September, the 18th Annual Pendorings saw MK receive:

Gold - Non-broadcast video and film
Gold - Internet, mobile, interactive communication
Gold - Digital mixed-media campaign
Gold - Integrated campaign
Silver - Live events, activations, direct communication (for the MK is... pop up bar)
 
MK and Ogilvy were also awarded the Pendoring Prestige Award, the highest accolade in Afrikaans language advertising.

And as Saturday, 22 and Sunday, 23 September saw the big boy of advertising awards, the 34th Annual Loeries, MK won:

Gold - TV Trailers, Channel & Station Promos category
Silver - Digital and Mixed-Media Campaign category
Bronze - Integrated Campaign category

MK is… focuses on three characters, each with a story lasting 20 days. Along with daily episodes on the channel, the characters journeys ran across three platforms: Facebook , Twitter and a blog, updated daily. 

Stemming from the idea that to its audience (and as a representation of its audience) MK is a lot of things- but mostly, it just, well, is. So, through anecdotes, images and videos, Ogilvy asked the audience to draw its own conclusions about the channel. It became a living, honest portrayal of South African youth culture. It also stirred controversy and intrigue, as the characters lived through followers piecing together the breadcrumbs left across MK’s social platforms. Check it out!