Wieden+Kennedy, Portland, Ore. has unveiled its latest “Only Slightly Exaggerated” campaign for Travel Oregon–once again in partnership with animation studio Psyop, Sun Creative Studio and Emmy-winning composer Jim Dooley.
Directed by Kyle Matulick and Todd Mueller of Psyop, this spot showcases the people, the customs, traditions, cultural elements and things to do in Oregon, taking us to varied places and experiences that can be found in a bustling farmers market, a rodeo, the Native American community, a wine vineyard, camping grounds and Mother Nature at its best.
Credits
Client Travel Oregon Agency Wieden+Kennedy, Portland, Ore. Eric Baldwin, executive creative director; Darcie Burrell, Azsa West, creative directors; Ansel Wallenfang, writer; Nick Stokes, art director; Matt Hunnicutt, director of production; Heather Smith-Harvey, executive producer; Nicole Kaptur, producer; Alex Lianopoulos, associate producer; Amy Streger, design producer; Cathy Ormerod, studio designer. Production Psyop Kyle Matulick, Todd Mueller, directors; Neysa Horsburgh, managing director; Justin Booth-Clibborn, exec producer; Jamie Pastor, head of production; Jacob Markson, producer; Luca Vitale, designer; Ryan Raith, 2D supervisor; Max Forward, storyboard artist; CJ Cook, compositing; Brandon Sanders, Flame artist; Alex Wysota, Flame assistant; Loren Christiansen, editor. 2D Animation Sun Creative Mikkel Okholm, Bo Juhl Nielsen, exec producers; Fritte Colliander, Christine Snitkjaer, line producers; Suzanne Clavairoly, Janete Domingues, Billie Segal, production managers; Simon Lee Bresling, art director, lead designer; Tobias Dahl Orderud, art director; Liane-Cho Han Jin Kuang, animation supervisor & storyboard; Theo Boubounelle, background & layout supervisor; Rasmus Mobius, comp supervisor & layout and camera background; Olivier Malric, FX supervisor; Eleonora Quario, clean-up lead; Andrew Brooks, storyboard; Daniel Cacoualt, colorscript; Jean-David Fabre, Andreas Rocha, Suheb Zako, Amei Zhao, concept art; Matthieu Daures, Zhihuang Dong, Dae-No Notz Kim, Sunki Lee, Coralie Nagel, character design; Gilles Brinkhuizen, Camilo Collao, Antonia Hartwell, Noemie Leroux, Coralie Nagel, layout & camera background; Sandrine Han Jin Kuang, Pierre Rutz, layout posing; Christen Bach, Daniele Baiardini, Remy Bonnin, Gilles Brinkhuizen, Adalsteinn Hallgrimsson, Floriane Nguyen, compositing; Aleem Akhlaque, Simon Dumonceau, Jean-David Fabre, Thuan Huynh, Andreaqs Rocha, Paul-Emmanuel Separi, Martin Vallespir, Matthew Vince, background; Hugo Bravo, Diane Coat, Aandrine Han Jin Kuang, Ilan Hatukah, Suzon Heron, Christoffer Kramme, Pierre Rutz, animation; Stephane Chung, Rachid Guendouze, Maxime Neaud, Raymond Pang, FX animation; Christopher Aboiralor, Nih Bhavsar, Michelle Chan, Heidi Holmea Christiansen, Elpida Fousteri, Pafo Gallieri, Louise Gregersen, Lucy Hirst, Till Machmer, Katarzyna Mencfel-Wenglarczyk, Christina Nerland, Anna Sagadin, Kay Sales, Friedrich Schaper, Nawell Sdiri, Andreia Serrano, Camilla Smidt, clean-up/color/color detail. Music James Dooley, composer; Tim Davies, orchestration; Steve Kaplan, mixer. Sound Design/Audio Post Lime Studios Matt Miller, sound designer, audio mixer; Ian Connie, audio assistant; Susie Boyajan, exec producer; Kayla Phungglan, producer.
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.
