Talk about special delivery. A man opens a crate from which he pulls out a large fish. But this fresh catch encompasses much more. After setting the fish down on a nearby table, the man takes another “object” out of the box–a live sushi chef. A super reads, “What if?” and the sponsor is identified as the Oregon Lottery.
Credits
Agency: Borders Perrin Norrander Terry Schneider, creative director; John Heinsma, copywriter; Kent Suter, art director; Scott Fox, producer. Production Company: Reginald Pike Brian Lee Hughes, director; James Davis, Josefina Nadurata, executive producers; Gwyn Fletcher, producer; Eric Edwards, DP. Editorial: Downstream, Portland Chris Jones, editor Postproduction: Downstream, Portland Jim Barrett, colorist Music: Flooded Music Charlie Campbell, composer Sound Design: Digital One Eric Stolberg, sound designer Audio: Digital One Eric Stolberg, audio engineer
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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