Razer - Rebrand/Meat Circus (2007)

In 2007, about two years after MTV Canada rebranded to Razer, the channel decided to refresh their look. CTVglobemedia decided to hire Strut Creative, who had previously worked for Razer's Kamikaze block and their Tested on Animals campaign, to update the channel in order to keep it more relevant to their audience. Strut decided to build the channel's branding around the theme of a "circus and freak show" made out of meat. As a way of launching the new look, a 30 second spot showed the fictitious evolution of the channel through the early days of television. In 2008, Strut won Gold at the Promax/BDA Awards for their work on Razer. A far improvement from their work on Kamikaze.