This short takes us on the journey of a single photon of light from the sun, to a family home, with two possible scenarios: the first, a dead end. Wasted energy hitting the roof of the house with no end result. In the second scenario, the photons hit the solar panels on the roof of the home, providing all the power a family needs to go about their typical day. A voiceover explains the astonishing fact that enough sunlight hits the Earth every hour to power everything on it for an entire year, pointing out that all we need to do is take the step to harnessing that and turning it into power, to let the power in.
The campaign conceived by Droga5 for client NRG comprises the “Photon” film, which is running in cinema, TV and online. There are also digital activations and social posts on Twitter, Facebook and Instagram “Sunset Social” posts to @NRGHomeSolar, which further the conversation with nightly posts at the time the sun sets, telling NRG Home Solar followers how much solar energy was harnessed that day.
Johnny Green of Reset directed “Photon.”
Credits
Client NRG Agency Droga5, New York David Droga, creative chairman, Ted Royer, chief creative officer; Neil Heymann, executive creative director; Rick Dodds, Steve Howell, creative directors; German Rivera Hudders, Jordan Kramer, copywriters; J.J. Kraft, art director; Sally-Ann Dale, chief creation officer; Ben Davies, head of broadcast; Jesse Brihn, executive producer. Production Reset Johnny Green, director; Alwin Kuchler, DP; Dave Morrison, managing director; Jeff McDougall, exec producer; Jenn Ingalls, bidding producer; Amanda Clune, head of production; Heather Heller, line producer. Editorial Rock Paper Scissors Biff Butler, editor; Dan de Winter, editor (:30 lift); Alyssa Oh, assistant editor; Eve Kornblum, exec producer; Justin Kumpata, head of production; Lisa Barnable, Chris Noviello, producers. Postproduction The Mill Sean Costelloe, exec producer; Jeremy Moore, producer; Kyle Cody, lead compositor; Kshitij Khanna, Ilia Mokhtareizadeh, Ben Kwok, Dae Yoon Kang, Yoon-sun Bae, compositors; Ruben Vandebroek, Joji Tsuruga, lead CG; Justin Kurtz, Laurent Giaume, Jimmy Glass, Todd Akita, Sean Dooley, Ehsan Parizi, Yoon Chan Kim, Raymond Leung, Justin Diamond, CG artists; Cedric Menard, Marco Iozzi, matte painters. Music Wave Music Song: “Photon Journey” Robert Gulya, composer; Nick Payne, Sarah Giles, producers. Sound Wave Studios Ed Downham, sound designer/mixer; Amy Daniels, producer. Audio Post Sound Lounge Seth Phillips, Justin Kooy, engineers; Kate Albers, 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.
