Created by Wieden+Kennedy Amsterdam, the integrated Booking Right campaign for Booking.com celebrates the booking hero across film, digital, social media, print and out of home activations. Based on real stories and insights from Booking.com customer reviews, the campaign launches with a 60-second TV spot that follows the story of one booking hero and the effect perfectly booked accommodations have on shaping his life. From a chance encounter in a hostel to a romantic proposal in a chateau, a gate-crashing parrot at a family eco lodge to bonding with an adrenalin-pumped father-in-law at a castle resort, the “Booking Hero” TV commercial shows what life can be like when you get it Booking Right.
Dante Ariola of MJZ directed this :60. The campaign went live across the U.S. this past Sunday and rolls out in the coming weeks in Canada, the United Kingdom, Germany and Australia.
Credits
Client Booking.com Agency Wieden+Kennedy, Amsterdam Mark Bernath, Eric Quennoy, executive creative directors; Genevieve Hoey, Sean Condon, creative directors; Victor Monclus, art director; Will Lowe, Scott Smith, copywriters; Joe Togneri, head of content; Tony Stearns, executive producer; Eleni Karathanasi, broadcast production assistant; Kelsie Van Deman, director of interactive production; Jake Barnes, interactive copywriter; Jefrey Lam, interactive art director; Emma Wiseman, planner. Production MJZ Dante Ariola, director; Benoit Delhomme, DP; Natalie Hill, producer; Debbie Turner, exec producer. Editorial Peepshow Andrea MacArthur, editor; Jason Kremer, exec producer. Post/VFX Glassworks Amsterdam Olivier Klonhammer, managing director; Anya Kruzmetra, Christian Downes, sr. producers; Morten Vinther, lead Flame; Kyle Obley, Urs Furrer, Flame; Jos Wabeke, Nuke; Ben Stoner, AFX. Post Company 3 Stefan Sonnenfeld, colorist. Glassworks Amsterdam Scott Harris, colorist. Audio Post Wave Studios Amsterdam Alex Nicholls-Lee, sound designer/mixer. Music Mutato Muzika
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.
