A sliver car is the sole presence on the road as it drives out of an ally on a dark night. A voiceover says, “The one that started it all is about to get it started again.” The driver’s finger turns music on in the car and the city simultaneously comes alive. There are people dancing in the street to the hip-hop beat and the city lights up. It is revealed by camera angles that the car is a Honda, and the words “civic nation” glide over the car.
Credits
Agency: Muse Cordero Chen & Partners Creative Directors, Michael whitlow, Wilky Lau; Associate Creative Director/Copywriter, Chase Conerly; Associate Creative Director/Art Director , Alfonso Covarrubias; Executive Producer, Sharon Jones VonHulsebus Production Company: Cinelande Director, Jean Marc Pich�; Edecutive Producer, Sylve Dub�; Producer, Fr�d�ric Desproges Editorial: rOOm Editor, Jeff Selis; Assistant Editor, Dan Metzler, Matt Rittorno Postproduction: rOOm Editor, Jeff Selis; Assistant Editor, Dan Metzler, Matt Rittorno; Online Artist, Bill Pollock; Effects Artist/Supervisor, John Musumeci; Effects Armajo, Gizmo Rivera; Sound Designer/Mixer, Brandon Toh; Music Producer, Robin Nixon; Producer, Jason Barager; Producer/ rep, Christine Havercroft Visual Effects: rOOm Online Artist, Bill Pollock; Effects Artist/ Supervisor, John Musumeci; Effects Artist, Spencer Armajo, Gizmo Rivera Music: Human Music Production Human/ Los Angeles, CA Sound Design: rOOm Sound Desi
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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