Marking the 150th anniversary of the Family Action charity, this campaign from agency And Rising aims to get Brits talking about family pressures such as mental health, financial troubles, and parenting struggles–which manifest themselves as animated monsters in a centerpiece 90-second lie-action/animation film directed by Duncan Christie of Great Guns.
These shadowy, animated beings observe silently as families struggles with isolating issues such as post-natal depression, poverty, alcoholism, and communication breakdown.
Christie and cinematographer Nanu Segal (Bohemian Rhapsody) worked in close collaboration with BlindPig, the animation arm of Absolute Post, to create a seamless combination of live-action and animation elements.
“Family Monsters” is playing online and in Picturehouse Cinemas across the U.K.
Credits
Client Family Action Agency And Rising Julie Herskin, Scarlett Montanaro, creatives; Will Thacker, executive creative director; Anna Carpen, creative partner; James Faupel, producer; Jack Carrington, strategy director; Samuel Guillotel, Sam Barcham, Matt Longley, design. Production Great Guns Duncan Christie, director; Laura Gregory, exec producer; Tim Francis, producer; Nanu Segal, DP; Hannah Boulter, art director; Joseph Crone, wardrobe. Editorial Stitch Max Windows, editor. Visual Effects/Animation BlindPig @ Absolute Post, London Belinda Grew, post producer; Ric Comline, postproduction creative director, compositor; Dominica Harrison, Niall High, Christine Peters, creature design and animation; Elliott Platt, 2D; Matt Turner, colorist. (Toolbox: pen & paper, Photoshop, TV Paint, After Effects, Cinema 4D, DaVinci Resolve) Music Johnny Parry Sound Design Factory Studios Jon Clarke, sound designer
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
