This spot promotes Trojena, a new global destination for mountain tourism situated in NEOM, Saudi Arabia. Front and center in this piece from McCann New York is NEOM’s wondrous outdoor skiing for professionals and amateurs alike. The community offers adventure, ski runs of various difficulties (including the uphill sojourn depicted in this spot), breathtaking views (NEOM mountain ranges, golden desert sand dunes, blue waters of the Red Sea) and a model for environmentally sustainable tourism.
This journey to new heights was directed by Ian Ruschel of JOY Films.
Credits
Client Trojena/NEOM Agency McCann NY Sean Bryan, Tom Murphy, co-chief creative officers, North America; Pierre Lipton, Shayne Millington, co-chief creative officers, NY; Rafael Segri, Kiko Mattoso, VPs/creative directors; Eduardo Quadra, art director; Paul Wood, copywriter; Aaron Kovan, EVP, chief production officer, North America; John Hilmer, executive producer; Erica Yahr, chief strategy officer, NY; Whitney Alexander, VP, strategy director social & mobile. Production JOY Films Ian Ruschel, director; Ali Azarmi, managing director; Nima Safari, Andreea Gurbina, post producers. Editorial NO6 Chris Van Dyke, editor. VFX Mathematic Emeric Samier, Fred Brandon, lead artists. Graphics Landor/JOY Films Music KOM Phil Kay, composer. Audio Post Heard City Dan Flosdorf, engineer.
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.
