Gustav Johansson, founder of new-land, a production house with bases of operation in Stockholm, Copenhagen and London, directed this “Family Bond” spot for Volvo based on an idea he presented directly to the auto manufacturer.
Starring a five-year-old boy and his mom, the spot is driven by the perspective of the lad as he witnesses and interprets the joys and hectic nature of everyday life in his family. This leads him–and us–to see the value of each moment, the time spent between parents and kids. The youngster’s revelation underscores Volvo’s policy to offer paid parental leave to all its workers so they can make the most of time with their loved ones, particularly their children.
For the spot a “360-degree” set was created where the boy could go anywhere and the crew could follow.
Credits
Client Volvo Andreas Malm, global chief creative officer; Nicolas Peyrau, creative director. Production new-land Gustav Johansson, director; Erik Torell, Sophie Tamm Christensen, exec producers; Moa Looft, producer; Charlotte Hurtig, line producer; Niklas Johansson, FSF, DP; Johanna Borggren, stylist; Rebecca Nilsson, hair & makeup; Simon Wallin, set design. Casting 3rd Space Management Helin Honung. Editorial Cabin Emma Backman, editor. Color Grade WGT Joakim Rissveds, colorist. Audio Apear Edvard Saare, sound. Music Hannes–”When The City Sleeps,” instrumental, Universal Online Studio Fyr, Petter Lindholm Film Lab Focus Film
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
