MTV is Taking a Non-Traditional Approach To Help Save Our Oceans
by Natalie Mouradian on 06/26/2017 | 5 Minute Read
“MTV launched a limited series of sex toys made from plastic removed from the ocean. With a provocative message, the action is part of the campaign 'Don’t f*ck the ocean. Do it with yourself' created by agency Africa that aims at catching the audience’s attention to the huge quantity of plastic waste found in the oceans. The environmental problem of plastic waste has never been so trendy. Besides being the theme of a United Nations campaign in 2017, current researches reveal alarming data. Every year, 8 million tons of plastic reach the oceans, a number that is responsible for at least 60%** of the waste found in the oceans.”
“But despite this common knowledge, the problem is only a concern for an increasingly smaller audience. To change this reality, the campaign uses a provocative, new, and impacting tone that conveys the message to MTV’s young audience in a way that doesn’t become ‘wallpaper’. Some of the sex toys that are produced are being delivered to digital influencers and celebrities engaged in environmental causes, both in Brazil and abroad.”
“‘As a brand that speaks directly to a younger audience, MTV has been increasingly concerned with reinforcing important causes for our future. At times when so much plastic is dumped in oceans and no one cares, only a message like this can stand out and face the problem’, says Tiago Worcman, MTV Latin America’s VP Programming & Content. The manufacturing took months to finish. Lots of research were performed to reach the final aesthetic result. The sex toys are 100% made from plastic and the colours are the same of the packaging used for production. Each item has unique patterns created by the movement of the plastic when it is being melted.
"Besides the project film, which shows the idea and production process, there is also a site where users are be able to watch an animation with characters from the ocean singing a special song composed for the project, find additional information on the sex toys plus tips on how to recycle. The song and the campaign posters will also be available there for download."
**according to a study published by Science magazine in February 2015
Agency: Africa Client: MTV
CCO: Sergio Gordilho ECD: Ricardo Figueira Creative Directors: Pedro Bullos / Valdir Bianchi / Sergio Gordilho Copywriter: Tiago Abreu Art Director: Linus Oura Designers: Linus Oura / Marina Cota / Michel Morem Motion Designer: Matteus Faria / Filipe Birck Illustrators: Marina Cota / Michel Morem Project Creative Director: Monique Lopes Lima Project Managers: Mila Battistoni / Eliot Tosta Project Producer: Julia Newman Photography: Rodrigo Pirim
Website Production: WebCore Product Manufacturer: Hugo Miguel Print Production: Carla Lustosa/ Edson Harada Art Buyer: Carmen Castillo Ilustration: Pict Estudios
TV Production: Rodrigo Ferrari/ Stella Gafo / Eduardo Machado Production Company: Spray Filmes Director: Rodrigo Moreira DOP: Rodrigo Moreira Editing: Spray Filmes Team / Guilherme Akira Post-production: Spray Filmes Team Sound Design: Big Foote Music Sound Producers: Chris Jordao and team Animation Production Company: Piloto Animation Directors: Daniel Soro / Alexandre Chalabi Animation Executive Producer: Natalia Souza Animators: Ricardo La Bella Simonetti / Nathalia Okimoto / Bruno Del Rey (Estudio Udes) Animation Illustrators: Bruno Miranda / Magenta King Animation Post-production Coordinator: Nayla Kols