Nicolai Fuglsig of MJZ directed this moving PSA for Deutsch New York which takes us to a shelter where people gather in the aftermath of a disaster. As we move through the shelter, we eavesdrop on conversations, including one in which parents have been separated from their child. Another fully intact family listens, grateful to be together even if it’s in an emergency shelter.
A voiceover reminds us to devise a plan so we can find family members after an emergency.
Client Ad Council/FEMA Agency Deutsch New York Kerry Keenan, chief creative officer; Matt McKay, executive creative director; Nick Partyka, Jeff Vinick, Matt Moyer, copywriters; Dan Read, associate creative director/art director; JC Pagan, designer; Joe Calabrese, director of integrated production; Crissy Cicco, executive producer; Jeremy Gelade, director of integrated workflow. Production MJZ Nicolai Fuglsig, director; Greig Fraser, DP; Emma Wilcockson, exec producer; Betsy Oliver, producer. Editorial Cosmo Street Stephane Dumonceau, editor; Joshua Berger, assistant editor; Maura Woodward, exec producer; Heather Richardson, producer. Post Company 3 Tom Poole, sr. colorist; Dana Bloder, producer. Post Method Studios Jared Pollack, online editor; Christos Montzouros, producer; Cara Buckley, exec producer. Sound Design stimmung Gus Koven, sound designer; Ceinwyn Clark, exec producer. Audio Post Heard City Philip Loeb, Evan Mangiamele, engineers; Gloria Pitagorsky, exec producer; Katie Flynn, assistant producer.
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
