MTV is Taking a Non-Traditional Approach To Help Save Our Oceans

MTV has teamed up with Brazilian agency Africa to come out with sex toys made from plastic removed from the ocean in a green campaign.

“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