MTV Switch ‘3650’

To the young people who make up the MTV audience 10 years can seem like a lifetime. Yet scientists tell us this is all the time we have left to fix global warming, or we’ll never be able to. Paul Smith, the creative director at Ogilvy, and I reckoned that 3,650 days sounded much more immediate, and would strike a chord with the music-loving kids. And so it proved.