| Title | Sext Life |
| Agency | Y&R New York |
| Campaign | Save Sexting |
| Advertiser | MTV |
| Brand | MTV Staying Alive Foundation |
| Date of First Broadcast/Publication | 2015 / 12 |
| Business Sector | Public Safety, Health & Hygiene |
| Story | In a bid to generate conversation and awareness in the fight against HIV and AIDS this World AIDS Day (1 December), the MTV Staying Alive Foundation and Y&R New York have teamed up to create “Sext Life”, a tongue in cheek, faux-raunchy short film that brings sexting emojis to life in situations that would be X-rated – if they weren’t being acted out by giant emojis. In the 30-second spot, life-sized versions of the most common sexting emoji pairs – banana and donut, eggplant and peach, pointer finger and OK sign – start making out. The pairs are then joined by a giant wrapped condom, and the tagline: “Make foreplay a threesome. Add a condom.”The “Sext Life” PSA is directed by Oscar-winning film editor Angus Wall and produced by his Elastic/Pecubu Productions. Director of Photography is Jason McCormick and the life-sized emoji costumes were created by Casey Storm. As part of the “safe sexting” campaign, MTV SAF and Snaps have created a SafeSext keyboard featuring various condom emojis, so that teens can have conversations about safe sex in texting’s native language. The SafeSext emoji keyboard is free to download on iOS and Android. |
| Media Type | Television |
| Length | |
| Chief Creative Officer | Leslie Sims |
| Group Creative Director | Nathalie Brown |
| Associate Creative Director | Kate Lummus |
| Production Company Producer | Greg Lotus |
| Digital Producer | Catherine Patterson |
| Digital Producer | Head of Design Studio |
| Chief Strategy Officer | Dick deLange |
| Strategy Director | Mary Mazza |
| Strategist | Alison Geraghty |
| Strategist | Ethan Scott |
| Account Manager | Ruchi Ruparel |
| Account Manager | Tre Jordan |
| Production Company | Elastic |
| Director | Angus Wall |
| Executive Producer | Jennifer Sofio Hall |
| Production Company Producer | Kelly Christensen |
| Designer | Lyn Cho |
| Designer | Erika Bird |
| Designer | Jon Foresman |
| Art Director | Leanne Dare |
| Costume | Casey Storm |
| Editing Company | Rock Paper Scissors |
| Editor | Austyn Daines |
| Executive Producer | Angela Dorian |
| Production Company Producer | Helena Lee |
| Music | Travis+Maude |
| Executive Producer | Kala Sherman |
| Creative Director | David Wittman |
| Music Composer | David Wittman |
| Photographer | Olivia Bee |
| Developer | Snap |
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