A man amazes a village as he is able to fly thanks to a pair of oversized wings he developed. As he soars over a river, one bystander isn’t impressed, noting that the man in flight can’t swim. “Your risks are always evolving,” says a voiceover. “Shouldn’t your insurance stay in synch?”
Credits
Agency: Fallon Minneapolis Todd Riddle, group creative director; Dean Hanson, art director; Dean Buckhorn, copywriter; Brian DiLorenzo, director of broadcast, North America; Vic Palumbo, executive producer; Jim Haight, assistant producer. Production Company: Biscuit Filmworks Noam Murro, director; Toby Irwin, DP; Shawn Tessaro, executive producer; Jay Veal, line producer/U.S.; Sherry Baumgart, line producer/CZ; John Beard, production designer. Shot on location outside of Prague. Editorial: Whitehouse Post Productions, London The Whitehouse, London, Los Angeles, Chicago and New York.
Russell Icke, editor; Dan Maloney, assistant editor; Sue Dawson, executive producer; Melanie Klein, producer/New York; Kate O�Mulloy, producer/London. Postproduction: The Mill New York Fergus McCall, colorist Visual Effects: Framestore NY Mike McGee, VFX supervisor; Stephane Allender, lead Inferno artist; Ben Cronin, Tim Osbourne and Marcelo Pasqualino, Inferno artists; Dean Robinson and Simon French,
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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