MTV Tomato Fight – EMAs

The annual MTV Europe Music Awards are a key moment in the broadcasters PR calendar. The launch stunt needs to make TV viewers aware of the forthcoming evening by creating swaths of positive mass-market consumer PR, whilst also being in theme with the location of the awards and creatively in tune with the MTV brand.

EdenCancan’s idea for the Madrid based awards was unique – to recreate the world famous Spanish Tomatina fight…but in central London.

With over 300 volunteers, Lady Gaga and Katie Perry look-a-likes, over 300 tonnes of tomatoes and nearly a dozen camera crews in attendance, the fight was kicked off by MTV presenters Rickie Haywood-Williams, Melvin O’Doom and Laura Whitmore. Sixty seconds later all the participants and media, as well as most of Golden Square in central London resembled the contents of a jar of ragu.

A film of the fight, released within 24 hours, went on to generate over 1 million hits and the next day coverage appeared around the world, including the front page of The Guardian newspaper and in Perez Hilton’s Blog.

“Not only do they offer big ideas and creative concepts, they actually deliver on them” ROBERTA DUMAN, PUBLICITY DIRECTOR, MTV