As a man walks through the city with a composed and confident stride all of his reflections and shadows dance to the up-beat song playing in the background. When the man’s phone rings the music stops and his shadow begins walking, just as the man is. As soon as he hangs up the phone, the music returns and the shadow begins dancing again. The advertisement is for singular’s Sliver phone with iTunes.
Credits
Agency: BBDO North America, Atmosphere BBDO BBDO/ Atlanta & NY: Creative Director/EVP/CD, Susan Credle; Creative Director/SVP/CD, Steve Rutter, Dave Stanton; Creative Director/SVP/ Group CD, Jeff Nixon, Rick Wakefield; SVP Executive Producer, Bob Emerson; Senior Producer, Nicole Lundy; Copywriter, Jeff Nixon Production Company: @radical.media Director, Dave Meyers; Executive Producers, Jon Kamen, Frank Stiefel, Gregg Carlesimo Editorial: 89 Editorial, Inc. Editor, Chris Davis Postproduction: Company 3 Los Angeles Colorist, Stefan Sonnenfeld Visual Effects: Method,Eye Ball VFX Executive Producer, Neysa Horsburgh; VFX Producer, Elizabeth Ryan; Lead 2D VFX Artist, Alex Frisch; 2D VFX Artist, Andrew Eskner; 3D VFX Artist, Scott Metzger; Junior 2D VFX Artists, Sarah Eim, Katrina Salicrup, Kyle Obley; CG Technical Supervisor, Gil Baron; VFX Shoot Supervision, Elizabeth Ryan, Gil Baron,CGI Brand Titles: Executive Producer, Mike Eastwood; Senior Producer, Eve Ehrich; Creative Director
The Best Work You May Never See: White Ribbon, Bensimon Byrne, Director Angie Bird Introduce Us To “My Friend, Max Hate”
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.
Now in its 34th year, White Ribbon... Read More
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