For its first ad campaign, Les Georgettes, an Altese brand specializing in customizable jewelry for women, turned to Paris agency Marystone, yielding this film directed by Matvey Fiks via production house Birth.
The piece is an invitation to join the ranks of the Georgettes, kicking off a rallying campaign for the jewelry brand which wants to encourage a natural sorority and to support women asserting themselves. Confetti raining, electro-swing music and tailor-made choreography punctuate this film which conveys the positive energy that brings together the Georgettes. Marystone has imagined a jubilant and lively film which is told to us backwards, featuring in their daily lives colorful women who make the city and life more joyful under the stimulating impulse of their favorite morning ritual: choosing the bracelet/jewelry that suits them! Les Georgettes enables each woman to create her own piece of jewelry which she can personalize with reversible leather bands.
Credits
Client Altese/Les Georgettes Agency Marystone, Paris Pierrette Diaz, creative director; Valerie Judek, TV producer; Marjory Law, brand manager. Production Company Birth Matvey Fiks, director; Hugo Legrand Nathan, producer & CEO; Iman Delimi, head of production; Pauline Legrand, production assistant; Michael Altskan, head operator; Simon Donnellion, choreographer; Teodora Duparinova, casting director; Gergana Batanova, makeup; Bilyanna Borisova, hair; Sergei Yordanov, stylist; Sabina Hristova, stage designer; Morgan Mirza, post 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 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
