MTV’s Staying Alive Foundation has launched a "safe sexting" campaign aimed at teenagers, with an ad that shows giant emoji characters getting hot and heavy, to mark World AIDS Day today.
The video, created by Y&R New York, features a human-sized banana, eggplant, peach and donut — the emojis commonly used to denote sexual activity — joined in bed by a giant wrapped condom. The idea is to get teens thinking about condoms as part of the sexting language and foreplay.
To support Durex’s ongoing campaign to add a condomto the official emoji keyboard, Y&R and MTV worked with branded emoji platform Snaps to build their own condom emoji keyboard, which can be downloaded from MTV’s ‘Safe Sext’ site.
Oscar-winning film editor Angus Wall directed the film, while the life-sized emoji costumes were created by Casey Storm, costume designer for "Where the Wild Things Are."
Campaign credits
Client: MTVAgency: Y&R New York
SVP, Social Responsibility, Viacom International Media Networks and Executive Director, MTV Staying Alive Foundation: Georgia Arnold
VP, Creative Director, Social Responsibility, Viacom International Media Networks: Julie Allen
Agency: Y&R New York
Global Chief Creative Officer: Tony Granger
Chief Creative Officer: Leslie Sims
VP, Group Creative Director: Nathalie Brown
Associate Creative Director: Kate Lummus
Executive Director of Integrated Production / Producer: Greg Lotus
Digital Producer: Catherine Patterson
Head of Design: Hamish Mcarthur
Chief Strategy Officer: Dick deLange
Strategy Director: Mary Mazza
Strategists: Alison Geraghty, Ethan Scott
Account Management: Ruchi Ruparel, Tre Jordan
Production Company: Elastic
Director: Angus Wall
Executive Producer: Jennifer Sofio Hall
Producer, Live Action: Kelly Christensen
Designers: Lyn Cho, Erika Bird, Jon Foresman
Art Director: Leanne Dare
Costume Designer: Casey Storm
Editorial: Rock Paper Scissors
Editor: Austyn Daines
Executive Producer: Angela Dorian
Producer, Post Production: Helena Lee
Music: Travis+Maude
Executive Producer: Kala Sherman
Creative Director/Composer: David Wittman
Emoji Keyboard Developer: Snaps
Founder: Vivian Rosenthal
CEO: Christian Brucculeri
CIO: Dan Kaufman
Head of Product: Austin Bone
Director of Client Services: Chris Brown
Biagio Goetzke: EP, Modstar
Alex Sheyn: Designer, Modstar
Photographer: Olivia Bee