A remix of Motzart’s Cosi fan Tutte builds excitement as athletes prepare to partake in unconventional events๏ฟฝa human catapult through football uprights, running on their hands on treadmills in a boxing ring, and racing tricycles. The athletes who did not drink Powerade eventually begin to struggle in their competitions, and those who drank Powerade prevail. A bottle of Powerade is displayed on a black backdrop and in time with the conclusion of the remixed Motzart, the bottle shatters and Powerade erupts everywhere.
Credits
Agency: Wieden+Kennedy | Portland Producer, Shannon Worley; Production Assistant, Mel Fedunok; Business Affairs, Teresa Lutz; Creative Directors, Mark Fitzloff, Susan Hoffman; Writer, Jason Bagley; Art Director, Ryan O๏ฟฝRourke; Account Service, Kristen Hartill Production Company: Biscuit Filmworks Director, Noam Murro; Line Producer, Jay Veal; Executive Producer, Shawn Tesaro Editorial: Whitehouse Post Productions, Chicago Editor, Rick Lawley; Assistant, Dan Oberle, Logan Hefflefinger; Producer, Joni Wright Visual Effects: Method Artist, Patrick Hoelck Music: Elias Arts Stock Piece from APM Motzart Cosi Fan Tutte DJ style remix by Jimmy at Elias. APM Motzart Cosi Fan Tutte Sonia 450 CD, Jonathan Pine at APM
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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