Title: “Planet Better”
Agency: Young & Rubicam New York
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
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 of Best Coast
Sound Design: Brian Emrich
WPP’s Young & Rubicam New York has joined forces with MTV EXIT (End Exploitation and Trafficking) and music collective Black Iris—featuring Best Coast’s lead Bethany Cosentino—to produce a powerful new music video that raises awareness of human trafficking. The song, “When Will I Feel Love,” was written exclusively by Cosentino for this project.
The video, titled “Planet Better,” highlights the dangers and impact of trafficking for sexual exploitation, particularly of young women. Premiering today across MTV properties on-air and online around the world, the music track will also be available to download on iTunes on February 15. Proceeds for the iTunes sales will be directed to anti-trafficking organizations working to rescue and rehabilitate victims of human trafficking.
"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,” says Menno Kluin, Creative Director at Y&RNY. “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."
Y&RNY’s concept for the video fuses musical content and MTV’s pro social messaging in a hauntingly animated film that addresses the realities of human trafficking, particularly when young women are forced into prostitution. To help bring the story to life, the agency worked with an all-star team of talent, including: director/animator Edouard Salier, who has directed music videos for Air, Massive Attack and Raphael Saadiq; sound design producer Brian Emrich of Black Swan, Requiem of a Dream and The Wrestler fame; and indie rock stars Black Iris featuring Bethany Cosentino of the band, Best Coast.
“Human trafficking, especially of young women for sexual exploitation, is a crime which violates basic human rights; rights to freedom, equality and dignity. MTV’s unique global network can support and promote these rights. ‘When Will I Feel Love’ is a powerful video, and a powerful way to reach out and raise awareness among young people, across borders and language barriers,” said Georgia Arnold, Senior Vice President, Social Responsibility, MTV Networks International.
The TV Commercial titled Planet Better was done by Y&R New York advertising agency for product: MTV Exit (brand: MTV) in United States. It was released in the Feb 2011.