Katy Perry, EMI, Deutsche Telekom, Saatchi & Saatchi collab awarded MTV Video of the Year

"Firework", the collaboration between Katy Perry, EMI, Deutsche Telekom and Saatchi & Saatchi was named Video of the Year at the MTV Music Video Awards in Los Angeles on Sunday evening, 28 August 2011. Saatchi & Saatchi and Deutsche Telekom worked with Katy Perry to create "Katy's Project" - a casting call for Deutsche Telekom customers to audition for appearances in the "Firework" video.

Of the 38,000 applicants, 250 were invited to participate in the four-day shoot in Budapest as well as have their experience documented on film.

Saatchi & Saatchi are the international agency for Deutsche Telecom in Europe. The 'Life is for Sharing' platform has run across 10 markets since 2008. Katy's Project is one of a series of innovative events including; "Angry Birds", a live re-enactment of the cult Rovio game, a Royal Wedding spoof which has over 20 million views online and counting; "Sing-a-long" in Trafalgar Square, where 15,000 people took part in a mass Karaoke; 'Dance' which featured a flash mob in Liverpool Street Station; and the heart-warming 'Welcome Back' filmed at Heathrow T5 which has attracted more than 8.5 million views on YouTube.