Yael Staav of production house Soft Citizen directed this online :30 which shows how a young girl’s imagination can turn a cardboard box into something magical–from an astronaut’s helmet to a pirate ship to makeshift ski lifts.
A voiceover relates, “When you were young, you could see endless possibility inside a cardboard box.”
Fast forward to today as that girl has become a young woman who opens a Nordstrom shoe box to reveal its contents. “Some things never change,” continues the voiceover.
“Cardboard Box” is part of a “Shoes That Move You” campaign conceived by a creative ensemble at DDB Canada’s Vancouver office.
Credits
Client Nordstrom Agency DDB Canada, Vancouver Cosmo Campbell, Dean Lee, executive creative directors; Jon Mandell, copywriter; Brandon Thomas, art director; Karen Brown, producer; Kimberly Billan, project manager; Rob Newell, strategy; Dreek Lau, social media strategy. Production Soft Citizen Yael Staav, director; Chris Mably, DP; Merrie Wasson, line producer. Post Cycle Media Matthew Griffiths, Rob Doucet, editors/online editors; Claudio Sepulveda, colorist. Audio Vapor Music Andrew Harris, creative director/engineer; Natalie Schnurr, producer. Casting Blair Law Casting.
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.
