2019 Winner
White Ribbon
Boys Don't Cry
Bensimon Byrne
BronzePublic Service - Best Use of Media - Best in Video
When boys are young they’re allowed to cry. Then, somewhere along the way they’re taught to buck it up and dry those eyes. But stripping boys and young men of the full spectrum of their emotions can have serious consequences. To illustrate how a lifetime of social inputs leads to a toxic form of masculinity, anti-violence advocacy group White Ribbon released “Boys Don’t Cry,” an affecting film that follows a little boy as he grows into a violent teenager. The film was released on Canada’s National Anti-Bullying Day, and by partnering with national networks, the Toronto Maple Leafs, and notable anti-bullying advocates Monica Lewinsky and George Takei, the group was able to track 66 million impressions without a paid media budget. The film is also now being used as a teaching tool in classrooms.
Credits
Executive Creative Director: Joseph Bonnici Associate Creative Director / Writer: David Mueller Associate Creative Director / Art Director: Debbie Chan Writer : Matt Doran Project Manager: Sara Leroux Strategist: Brittany Dow Director of Media: Thomas Shadoff Associate Media Director -Digital: Jennifer Will Associate Media Director – Broadcast: Alex Gillespie Casting: Shasta Lutz (Jigsaw) Agency Producer: Michelle Pilling Production House: Untitled Films Executive Producer: Tom Evelyn Director: Hubert Davis Line Producer: Tom Evelyn Post Production Offline: Rooster Post Producer: Mellissa Khan Editor: Michelle Czukar Post Production Online: Alter Ego Producer: Hilda Pereira Editor: Darren Achim Transfer: Alter Ego Colourist: Clinton Homuth Audio House: Berkeley Audio Producer: Tyna Maerzke Audio Director: Jared Kuemper Audio Engineer: Jared Kuemper