This inspired initiative from Leo Burnett Chicago broke during the Allstate Sugar Bowl college football championship game in the form of eight spots–directed by Jeff Tremaine of HeLo–depicting the brand’s Mayhem character ransacking the home of a couple who posted on social media that they were away for the weekend to watch the Sugar Bowl in New Orleans.
Portrayed by actor Dean Winters, Mayhem proceeds to sell off the couple’s possessions at bargain prices on a website–with updates tweeted about the sale using the hashtag #Mayhem Sale. On that debut evening, the site generated more than 6,000 hits per second immediately following each of the Mayhem commercials that aired on TV. Though elements of the campaign are comedic, like the sale of the family car for $200, there’s a serious overriding element–the lesson that you need to watch what you post online. A Facebook posting revealing your whereabouts can translate into your home becoming an easy target for burglary.
Credits
Client Allstate Agency Leo Burnett Chicago Susan Credle, chief creative officer; Charley Wickman, executive creative director; Britt Nolan, Mikal Pittman, creative directors; Nuno Ferreira, interactive creative director; Brandan Jenkins, Jake Reilly, Mark Wegwerth, copywriters; Derek Hinze, John Regan, Christopher Cole, Lauren Wetula, art directors; Veronica Puc, group executive producer; Stephen Clark, sr. producer. Production/Development Co. HeLo Jeff Tremaine, director. Digital Production WeLikeSmall Conor O’Neill, editor.
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
