Movie clichรฉs are unavoidable–unless you go to the Canadian Film Fest. That’s the message of this tongue-in-cheek campaign which takes us to the fictitious Academy of the Clichรฉ, a school that teaches up and coming actors the tried and true clichรฉ techniques of acting and film. Lessons are taught in innovative range, including a shooting range in which actors fire a barrage of heavy artillery–without a single bullet hitting the hero target.
In the words of Clement Bishop, the head instructor at the Academy, “The Clichรฉ technique is 100% reliable. Everything we teach has been done a million times before.”
At the end of each spot, the viewer is encouraged to “Escape the Clichรฉ” and to come to the 2015 Canadian Film Fest which runs from March 25-28 at Toronto’s Royal Theatre.
Jono Hunter of OPC directed this two-minute cinema ad, part of a campaign out of J. Walter Thompson Canada.
Credits
Client Canadian Film Fest Agency J. Walter Thompson Canada Brent Choi, chief creative and integration officer; Ryan Spelliscy, sr. VP/executive creative director; Colin Winn, VP, associate creative director/copywriter. Tyler Schell, Pip Scowcroft, copywriters; Christian Martinez, Kara Wark, art directors; Caroline Clarke, Chris Huber, producers. Production OPC, Toronto Jono Hunter, director; Andre Pienaar, DP; Liz Dussault, Harland Weiss, Donovan Boden, exec producers; Dennis Beier, line producer. Editorial School Editing Aaron Dark, editor; Drew MacLeod, editorial assistant; Sarah Brooks, exec producer. Post Alter Ego Conor Fisher, colorist. Post/VFX Fort York Music Grayson Matthews Casting Mann Casting
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
