This Olay anthem spot “Max” underscores the power of women with a call to maximize, not minimize the gender. Among those appearing in this empowering piece are actress/singer Jennifer Hudson, author/poet Amena Brown, designer Hunter McGrady, engineer Erica Joy Baker, actor/nurse Jennifer Stone, actor/women’s health advocate Busy Philipps and astrobiologist Alyssa Carson.
Christelle De Castro of Lola Production directed for agency Badger & Winters, with music from Yessian Music and sound design/audio post by Heard City.
Credits
Client Olay Agency Badger & Winters, New York Madonna Badger, founder/chief creative officer; Kristen Murphy, associate creative director, art; Matthew Scott, associate creative director, copy; Celeste Holt-Walters, head of production; Celia Ettinger, producer. Production Lola Production, bicoastal Christelle De Castro, director. Editorial Sunset Edit Cami Starkman, editor. Music/Sound Yessian Music New York Mike Dragovic, creative director, co-composer; Naren Rauch, co-composer; Marlene Bartos, exec producer; Evelyn Brown, Angelina Powers, sr. producer; Brian Yessian, chief creative officer; Michael Yessian, head of production. Sound Design/Mix Heard City, New York Evan Mangiamele, sound designer/mixer.
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
