Pier 1’s “Candles” shows candles of multiple shades rotating on a chartreuse backdrop. “Winter has white.” is written in white over the vibrant candles. A close-up shot of the candles leads to a new message, “Spring gets everything else.” A voiceover says, “get everything you need for spring. Pier 1, life more interesting.”
Credits
Agency: Deutsch | New York Executive Creative Director, Kathy Delaney; Group Creative Director/Copywriter, Bryan Black; Associate Creative Director/Art Director, James Baldi; Senior Copywriter, Nathan Hunt; Director of Broadcast Production, Jim Frame; Senior Producer, Bruce Andreini; Associate Producer, Alison Curtin Production Company: ORDER LLC. Director/DP, Robert Bryant; Executive Producer, Charles Salice; Head of Production, Rika Osenberg; Producer, Julianne Maloney Postproduction: Nice Shoes Colorist, Lez Rudge Visual Effects: The Ebeling Group,Version2 Editing/VFX/Design Director, Lobo; Creative Director, Mateus Santos; Designer/Animator, Marcelo Garcia; Producer, Loic Dubois, Martha Smith; Head of Production, Alexander Dervin,Editor, Tina Mintus; Assistant Editor, Tony Gannon; Managing Director, Linda Rafoss; Executive Producer, Frank Devlin; Producer, Lisa Villamil; Smoke Artist, Tim Farrell; Title design, Mike Mckenna Music: Bang Music Composer, James Leibow; Producer, S
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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