In this campaign from CP+B LA, NBA 2K16 challenges us to #BeTheStory with a focus on the all-new MyCAREER storyline that was created for the videogame by filmmaker Spike Lee. NBA 2K16 is allowing gamers to star in their own Spike Lee Joint and experience what it’s like to rise to the NBA through an interactive storyline.
This spot has Lee introducing us to the importance of story when it comes to basketball. From street courts to high school and college gyms, to Madison Square Garden, he makes it clear that at every level of basketball, the story is everything. Even the three NBA 2K16 covers designed by 2K and CP+B celebrate the individual stories of this year’s cover athletes–NBA All-Stars Stephen Curry, James Harden and Anthony Davis–by featuring highlights that span their careers. The game covers, TV and online film are the first pieces in a multi-media campaign that will roll out as the year progresses. Like in the game, each piece of the campaign will show how the on and off court drama comes together to tell each player’s story.
Credits
Client 2K Sports/NBA 2K16 Agency CP+B LA Kevin Jones, executive creative director; Cameron Harris, VP/creative director; Nicholas Loftus, Jimbo Embry, associate creative director; Eric Scott, copywriter; Daniel Koo, art director; Kate Hildebrant, VP/director of video production; Sloan Schroeder, VP/executive integrated producer; Addison Born, integrated producer; Jake Welch, content supervisor. Production Plus Productions Cameron Harris, director; Kesshann Cortez, line producer; Peter Deming, Matt Bass, DPs. Editorial Lost Planet, Santa Monica, Calif. Max Koepke, editor; Glenn Teel, assistant editor; Karena Ajamian, post producer; Robert Owens, exec producer. Postproduction Method LA Wenson Ho, Flame artist. Audio Post Lime Studios, Santa Monica Mark Meyuhaus, engineer. Post Company 3 Stefan Sonnenfeld, colorist.
White Ribbon has launched its “My Friend, Max Hate” campaign in Canada featuring this public service film that follows the journey of a young, isolated boy who becomes influenced by a misogynistic online puppet, “Max Hate.” The PSA reveals how online figures in the manosphere--a network of online communities promoting hateful, misogynistic rhetoric which fuels attitudes among young men and boys that contribute to gender-based violence.
“It’s alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,” said Humberto Carolo, White Ribbon CEO. “These misogynistic online groups have existed for years, but their influence has grown under controversial figures, driving an increase in gender-based violence. With the My Friend, Max Hate campaign, our goal is to expose the damaging influence of misogynistic figures and raise awareness, particularly among young men who are often drawn into these toxic online communities.”
Launching two weeks before Safer Internet Day (February 11), the campaign--from Toronto agency Bensimon Byrne--underscores the importance of online safety and protecting youth through clear content boundaries.
White Ribbon is creating an online resource hub that educates individuals on how to recognize harmful online groups and provides support for young men and boys seeking to escape. Additionally, the campaign will launch a TikTok account, @max_hate_, featuring the PSA ‘My Friend, Max Hate’ puppet to expose how these figures gain influence and spread hate in a space that reaches those most influenced, young men.
The PSA was directed by Angie Bird via Toronto-based Westside Studio.
