Set on game day in a big city, sports fans have all turned into animals–literally–as they make their way to see the big match-up either at the stadium or a local bar. Among the animal activities: There are chimps swinging from traffic lights and swarming a ticket office, an orangutan hanging out of the window of a taxi, bears growling at each other while playing a game of table soccer, and sea lions flooding a subway platform and exchanging words with a group of hyenas crowded onto a subway car.
Credits
Agency: Lowe London Lee Goulding, creative head/art director; Tom Hudson, creative head/copywriter; Charles Crisp, producer Production Company: Biscuit Filmworks,Benito Cine,Independent Films Noam Murro, director; Toby Irwin, DP; Shawn Tessaro, executive producer; Richard Packer, executive producer (Independent Films); Jay Veal, line producer. Shot on location in Buenos Aires and on stage at Universal Studios in Los Angeles.,Georgos Nicolaides, executive producer; Fernando Nigri, Veronica Figueroa, producers. (BenitoCine๏ฟฝs production services were linked to Biscuit via Global Production Network, Los Angeles, headed by Harry Tracosas.),Noam Murro, director; Toby Irwin, DP; Shawn Tessaro, executive producer; Richard Packer, executive producer (Independent Films); Jay Veal, line producer. Shot on location in Buenos Aires and on stage at Universal Studios in Los Angeles. Editorial: Bikini Edit Avi Oron, editor. Visual Effects: Framestore CFC | London Stephane Allender, VFX supervisotr/Infern
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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