The Ad Council has released the latest iteration of its Emmy-Award winning “Love Has No Labels” campaign. With the backdrop of current division and escalating hate, the new creative developed pro bono by R/GA offers a more hopeful reality–one grounded in the idea that even in the most difficult times, love can triumph over hate. And in sheer numbers, it already has as reflected in this PSA titled “Love Leads,” which points out that while hate is loud and gets clicks, it collectively musters 308 million online mentions–compared to 2.3 billion for love.
“Love Leads” attempts to reframe the conversation around hate to showcase the power of choosing love, which can have a profoundly positive ripple effect on a community.
“The Love Has No Labels campaign platform continues to be a testament to the important work from the Ad Council,” said R/GA global chairman and chief creative officer Tiffany Rolfe. “Through the lens of our shared humanity, this latest PSA has never been more important–with hate constantly filling our social feeds–something our diverse team is unfortunately all too familiar with. It’s vital to remind all those affected by hate that there is an abundant amount of love out there. We are honored to continue this essential work with the Ad Council.”
Credits
Client The Ad Council Agency R/GA Tiffany Rolfe, global chairman & chief creative officer; Ari Halper, global executive creative director & head of creative excellence; JJ Lim, group creative director; Han Lin, group executive design director; Rowan Mansfield, Corey Thorn, Peter Toutant, Pawel Rokicki, Flavio Montiel, creative directors; Fabio Barros, Olivia Simone, associate creative directors; Colin Hodges, Andrey Ter-Grigorian, sr. creatives; Elizabeth Kenney, sr. designer; Jesse Sarfan, strategy director; Sunny Lee, associate strategy director; Jade Lutale, associate strategist; Katie Joyce, analyst; Jeff Skutnik, VP, executive production director; Ozzy Uzcategui, exec producer; Shakil Uddin, Erica Jensen, executive production directors; Leonardo Jesus, executive content producer; Pedro Coelho, Luanda Farinha, sr. content producers; Livia Massei, editor; Felipe Mahlem, creative director; Gustavo Tadini, Francisco Beraldo, Kenji Watanabe, animators. Editorial Cartel Nate Katz, Tony Wang, editors; Evyn Bruce, exec producer; Rocco Campanelli, producer. Music & Sound Machine Matej Oreskovic, exec producer; Michalis Anthis, sr. sound designer & composer; Andi Lewis, sr. producer. Motion Design Transformer Emily Stave, producer. Color Grade House Post Connor Bailey, 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 film’s 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 child’s 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 – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
