Bensimon Byrne Work

White Ribbon

Boys Don't Cry


With a zero-dollar media budget and $10k for production, White Ribbon challenged us to engage society in a thoughtful discussion on toxic masculinity and create a foundation for the hundreds of workshops they conduct every year.

Using the very idea of ‘boys will be boys’ to ensure just the opposite.


We developed a short film that illustrates how a lifetime of social inputs results in the most toxic form of masculinity. The video portrays the emotional transformation of a boy from innocent child to violent teenager in less than 3 minutes.

150+ stories globally

66M 1-day impressions

10,000 screenings in Canada


  • Marketing
  • Strategy
  • Video
  • Social Media
  • PR


  • 3 Cannes Lions Awards
  • 12 Cannes Lions Shortlists
  • 2 One Show Pencils
  • 4 Clio Awards
  • 2 D&AD Pencils
  • 3 Marketing Awards