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MTV Exit: Planet Better

Creativity against trafficking

Editor's Pick

Y&R New York worked with a star-studded cast to produce this music video for MTV Exit to raise awareness about the issue of human trafficking.

The agency worked with music collective Black Iris which wrote and performed the original song, When Will I Feel Love, which features guest vocalist, Best Coast's Bethany Cosentino. The agency also worked with director/animator Edouard Salier and sound design producer Brian Emrich, whose credits include Black Swan, Requiem of a Dream and The Wrestler.

The video calls attention to the plight of young girls lured and forced into sexual slavery. The video premiers today across the MTV network and online. The track will also be available to download on iTunes on February 15. Proceeds from sales will go to anti-trafficking organizations.

Y&R CD Menno Kluin says: "The music video tells the story of a girl who is tricked by a man to follow her hopes and dreams across borders in search of a better life. Just like in reality, this journey ends in tragedy. Hopefully we can raise awareness of human trafficking among the general public worldwide, and most importantly, among the young women who are in danger of being exploited."

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About

Credits
Date
Feb 10, 2011
Agency:
Young & Rubicam New York
Client:
MTV Exit
Executive Creative Director:
Scott Vitrone
Executive Creative Director:
Ian Reichenthal
Creative Director:
Menno Kluin
Art Director:
Alexander Nowak
Copywriter:
Feliks Richter
Executive Director of Content Production:
Lora Schulson
Executive Director of Content Production:
Nathy Aviram
Senior Content Producer:
Tennille Teague
Executive Music Producer:
Eric David Johnson
After Effects Artist:
Alejandro Norman
Assistant Editor:
Dan Goldstein
Production Company:
Paranoid US
Director:
Edouard Salier
Executive Producer:
Claude Letessier
Head of Post Production:
Guillaume Raffi
Music Company:
Black Iris
Executive Producer:
Daron Hollowell
Song:
"When Will I Feel Love"
Artist:
Bethany Cosentino
Sound Design:
Brian Emrich
Category
Genre
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