My Friend, Max Hate

Pro Bono/PSA/Charity Entire Ad Campaign

2025

Bensimon Byrne / Narrative XPR, Toronto, ON
e: letschat@bensimonbyrne.com
w: bensimonbyrne.com

"My Friend, Max Hate" shines a light on the threat toxic manosphere personalities pose to young boys. The campaign was built on an integrated content strategy designed to educate parents about this threat, and to make young boys aware of the danger of they pose. Anchored by our hero film, we spread the word through multi-channel messaging, earned media, and donated paid media, all with the goal of bringing attention to this urgent issue facing young men today.

Chief Creative Officer: Joseph Bonnici
Executive Creative Director: Debbie Chan
Creative Director: David Mueller
Associate Creative Director: Ana Segurajauregui Sanchez
Art Director: Zoë Gray
Writer: Nate Houseley
Agency Producer: Michelle Pilling
Senior Strategist: Pat Martini
Program Director: Oliver Glover
Account Director: Cole Douglas
Senior Account Manager: Samantha Sartor
Account Manager: Kanishka Punjabi, Aaron Short
Executive Producer: Amanda Morrison
Director: Angie Bird
Director of Photography: Mat Barkley
Line Producer: Kailey Shanque
Offline Producer: Sam McLaren
Offline Editor: Michelle Czuker
Offline Assistant Editor: Matt Blakely
Online Producer: Andrew Tavares
Online Editor: Saba Zahir, David Whiteson
Colourist: Eric Whipp
Shoot/Edit (Social): Marco Libretti
Audio Producer: Julia Vasiliev
Audio Director: Jared Kuemper
Engineer: Jared Kuemper, Marcel Hidalgo, Tyler Young
Client: White Ribbon