With a Super Bowl buy after halftime in NY, L.A. and Chicago, Bai continued its “None of This Makes Sense” campaign which agency Barton F. Graf kicked off in 2015.
In this piece, we see that just as the concoction of the Bai beverage makes no sense by being good for you while still tasting great, so too does a strident horse whisperer who does anything but whisper. Still, the horse behind him is most obedient to his commands.
Matt Aselton of Arts & Sciences directed this spot, with VFX from Method.
Credits
Client Bai Agency Barton F. Graf Gerry Graf, chief creative officer/founder; Laura Janness, chief strategy officer; Ian Reichenthal, executive creative director; Nick Kaplan, Amanda Clelland, creative directors; Richard Langhorne, copywriter; Zack Madrigal, art director; Josh Morse, head of production; Sara Kastner, head of project management. Production Arts & Sciences Matt Aselton, director; Marc Marrie, Mal Ward, exec producers; Zoe Odlum, line producer. Editorial Arcade Edit Dave Anderson, editor; Chris Angel, assistant editor; Fanny Cruz, producer; Sila Soyer, EP/partner. VFX Method, Angela Lupo, exec producer; Brad Wood, producer. Audio Post Heard City Evan Mangiamele, audio engineer; Gloria Pitagorsky, managing director.
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
