MTV Engine Room

In 2008 HP and MTV formed a global partnership to change the way young people around the world perceive HP.

In response to the HP brief, MTV developed a new series entitled Engine Room where 16 talented digital artists representing Asia-Pacific, Europe, Latin America and North America competed on HP’s newest technology, the objective being to shine as the best young creative minds while battling for $400,000USD, a load of HP gear and programming control of MTV’s screen in Times Square, New York.

The campaign made full use of MTV’s worldwide resources to engage its audience on-air, online and on-the-ground. The on-air call-to-action spot attracted nearly 20,000 original works of art from artists in 122 countries. From these four regional teams of talented digital artists were formed to compete in six creative challenges on the latest HP technology in the Engine Room loft in Brooklyn, New York.

Millions of viewers followed the teams’ progress through a short-form series airing around the world and online.