Energy BBDO partnered with PAVE, a Chicago-based non-profit organization that works to shatter the silence and prevent sexual violence, to create this video entitled, “What She Was Wearing.” The film sheds light on the flawed assumption that a woman is responsible for being sexually assaulted. Using spoken word poetry from Steve Connell, the piece calls into question the notion that “an outfit can ask for it,” stripping the power of speech from these inanimate objects and restoring voices to the women they belong to. In the process, viewers are invited to question their own beliefs about sexual assault and what or who is to blame.
In efforts to address and help promote healing among survivors of assault, PAVE launched this video tied to a social media campaign asking victims to share their stories, and clothing choices, across social platforms using the hashtag #WhatSheWasWearing.
Credits
Client PAVE (Promoting Awareness, Victim Empowerment) Agency Energy BBDO Andres Ordonez, chief creative officer; Josh Gross, Pedro Perez, executive creative directors; Cinzia Crociani, creative director; Bryanna Aylward, associate creative director; Matt Scoville, executive producer; Sarah James, digital content producer. Talent Writing and performance by Steve Connell. Production Flare Chicago Mitch Monzon, exec producer; Jenny McDonald, sr. post producer; Casey Cobler, managing editor; Geoffrey Neal, jr. editor; Desmond Penn, studio/postproduction intern. Production Company 3 Chicago Lauren Roth, head of production; Joanna Woods, producer; Tyler Roth, colorist.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The filmโs protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a childโs life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
