MTV UK has teamed up with global lifestyle brand Timberland on an ad-funded documentary.
The Viacom-owned channel is to air 2 x 30-minute doc Timberland Presents Nature Needs Heroes With Loyle Carner (working title), which aligns with Timberland’s largest global ad campaign ‘Nature Needs Heroes’.
The doc will follow British musician Loyle Carner as he returns to his hometown of Croydon to explore ‘urban greening’ – projects that mutually benefit city dwellers and their environments.
Carner will visit different sites and speak to experts to promote the area’s creativity and highlight the importance of green spaces to create positive change for local communities and the environment.
The film will be produced by Rumpus Media. Filming will begin this month with the doc set to air on MTV UK later this year.
In addition to the linear show, Sky Media, who handle MTV’s ad sales, will deliver 30-second VOD spots from early November as well as bespoke clips that are being produced for MTV’s digital and social platforms.
The first episode will also be available to view on MTV’s YouTube channel for a limited time after TX.
The show has been created in partnership with MTV and Omnicom Media Group UK’s specialist creative content agency DRUM, alongside Kinc and Rumpus.
Jeremy Davies, director of music commissioning and development for MTV UK, said: “We know that our audience are huge fans of Loyle Carner and are highly engaged with environmental issues, so this partnership with Timberland to produce a documentary that combines the two makes perfect sense. MTV offers a great platform for brands looking to bring their personalities to life and connect with new audiences.”