For client Stove Top Stuffing, CP+B has introduced the Artisanal Hipster Pilgrim, a millennial who is rebelling against that ideology that stuffing should only be consumed on Thanksgiving. Videos featuring the pilgrim are rolling out on Facebook and the character has been posting through his own Instagram handle.
In this video titled “Off the Menu,” our erstwhile Hipster Pilgrim serves a side dish of stuffing at a restaurant and in the process interrupts a couple on a dinner date. The pilgrim doesn’t even work at the eatery but feels the need to spread the stuffing around–even if the customers haven’t ordered it.
Chris Woods directed via Hungry Man.
Credits
Client Stove Top Stuffing Agency CP+B Ralph Watson, VP, chief creative officer; Adam Chasnow, VP, executive creative director; D’Arcy O’Neill, Adam Calvert, creative directors; Tyler Gonerka, sr. art director; Emily Salas, sr. copywriter; Jessica Decter, art director; Samantha Mindich, copywriter; Kate Hildebrant, VP, director of video production; Deb Drumm, VP, executive integrated producer; Jamie Slade, integrated producer. Production Hungry Man Chris Woods, director; Marten Tedin, DP; Darrin Ball, line producer; Mino Jarjoura, exec producer. Editorial The Now Corporation, New York Owen Plotkin, editor; Jessica Farmer, assistant editor; Nancy Finn, editorial exec producer; Yomar Augusto, typographer. Audio Post Audio Engine, Phoenix Bob Giammarco, audio engineer. Music JSM Music, New York Joel Simon, executive integrated music producer. Postproduction Plus Productions, Boulder, Colo. Chadwick Shoults, 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.
