MAAATE

Creative idea

We unveiled a bold new campaign to empower men and boys to say 'Maaate' to their mates and challenge misogynistic male behaviour against women and girls. The fully integrated campaign combines creativity and behavioural science and collaborations with comedians, social media influencers, and activists, and comes to life in posters, billboards, GIFs, and partnerships...ultimately culminating in a seamless interactive film that holds 270 possible narratives, depending on when you choose to say 'Maaate' to your mates.

Brand name: Mayor of London
Advertiser / client: Mayor of London
Product / service: Challenge misogynistic male behavior against women and girls.
Campaign name: MAAATE
Agency network: OGILVY
Agency: Ogilvy UK
Production company: RSA
Film production: RSA
Post production: HOGARTH