This black and white animated ad titled “Cow Story” begins focused on a cow, but the shot zooms out to show the cow on a storyboard. The animation continues to show how an impoverished villiage develops after receiving a cow๏ฟฝthey are much more productive and are able to fend for themselves. A voiceover concludes the advertisement by saying, “To find out how you can change the life of an entire community with one simple act, go to heifer.org.”
Credits
Agency: Publicis USA CD, Duncan Marshall, Howard Willmott; Art Director, Della Mathew; Copywriter, Bryan Johnson; Agency Producer, Thomas Beug; Group Account Supervisor, Jon Renner; Account Supervisor, Kristiana Tchir Production Company: onedotzero Director, Ed Holdsworth; Producer, Ed Holdsworth; Live Action/Animation Producer/Lead Animator, Amy Leech; Additional Animation, Anuwat Vongtanee, Yunus Aseki, Ed Holdsworth Music: Yessian Music Composer, Ed Dunne; EP, Marlene Bartos; ECD, Brian Yessian; Music Editor, Eric Malz Sound Design: Amber (Heavenly) Music Sound Designer, Andrew Brannan Audio: Final Cut Mixer, Roland Alley
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 โMy Friend, Max Hateโ 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, โMax Hate.โ 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.
โItโs alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,โ said Humberto Carolo, White Ribbon CEO. โThese 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.โ
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 โMy Friend, Max Hateโ 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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