The Mayor of London and Ogilvy UK unveiled a bold new campaign to empower men and boys to say "Maaate" to their mates and challenge misogynistic male behavior against women and girls. The fully integrated campaign combines creativity and behavioral 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.