When MTV Networks launched Logo, the network targeted to the LGBT world, they asked Simon Does to create the launch advertising. The goal of the business-to-business advertising, aimed at the national cable providers, was to enlist them to offer Logo as a tier one channel to their current subscribers. We created this campaign with a wry spin on the multitudes of channels dedicated to other vertical audiences – shopping, sports and food.
The campaign was successful and Logo launched in June 2005.