Verizon Business’ “That Works” highlights accomplishments that at one point seemed impossible๏ฟฝthe light bulb, man on the moon, and contact lenses. To that list, a voiceover adds a simple and transparent wireless network created by the merging of Verizon Wireless and MCI to form Verizon Business “to make your business more successful and your life a little easier.”
Credits
Agency: Euro RSCG Worldwide Global Chief Executive Officer, David Jones; Chief executive Officer, NY and San Francisco, Rob Berger; Executive Creative Director, Jeff Kling; Executive Creative Director, Integration, Michael Lee; creative Directors, Phil Silvestri, Richard Roth, Israel Garber, Peter Coutroulis; Art Director, Peter Coutroulis; Art Director ๏ฟฝSomeday๏ฟฝ, Yvonne DeSanti; Writer, ๏ฟฝSomeday๏ฟฝ, Rich Russo; Writer, ๏ฟฝThat Works๏ฟฝ ,Dave Hubbert; Co-Director of Broadcast Production, Joe Guyt; Co-Director of Boradcast Business Affairs, Cathy Pitegoff; Producer, Erik Iversen; Group Account Director, Carla Brand; Account Management, John Hlatky, Suzanne Welsh; Talent, Dawn Kerr, Shera Rabinowitz; Art Buyer, Jodi Jamiolkowski Production Company: A List Director, Peter Goldschmidt; Executive Producer, Al Califano; Producer, Karen Rohrbacher; Director of Photography, Claudio Miranda Editorial: Berwyn Editorial Editor ๏ฟฝSomeday๏ฟฝ, Jeff Ferruzzo; Editor ๏ฟฝThat Works๏ฟฝ, Scott Gibney; Assistant Editor ๏ฟฝSomeda
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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