Playing a game of H-O-R-S-E is a perennial basketball favorite–except this time the playground is on the Internet and NBA star James Harden is taking on all challengers.
Fans were invited to put together short videos of themselves shooting crazy and creative shots. These entries were submitted through Twitter and Instagram to @footlocker with #horsewithharden. Then, on October 1, the best shots were re-created by Harden and tweeted back out through Foot Locker’s Twitter feed. Fans of @footlocker could watch the event unfold online over the course of several hours.
In the end, James proved victorious by beating all comers on the Internet two games to one.
The technical accomplishment was conceived, produced, digitized and executed by Foot Locker’s creative agency partner BBDO.
Here's a challenge recap video of "H-O-R-S-E with Harden."
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, New York; Chris Beresford-Hill, Dan Lucey, executive creative directors; Jesse Snyder, associate creative director/art director; Tim Wassler, associate creative director/copywriter; David Rolfe, director of integrated production; Joe Croson, associate director of digital production; David Martinez, lead producer; Eric Bloom, shot producer; Courtney Fallow, associate producer; Michael Gentile, production supervisor; Rhys Hillman, sr. digital strategist. Production The Kitchen Lawrence Chen, director; Jonathan Hsu, line producer; Tinx Chan, DP Live Production Support Marcus Taylor, live broadcast switcher; Keith Vogelsong, live editor; Nick Divers, event recap video editor. Music Apollo Studios.
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.
