Grey New York, working with its client the National Park Foundation on behalf of the National Park Service, heralds National Park Week coming up on April 20-28–a centerpiece of which is free admission to the National Parks on 4/20.
This anthem video–directed by Sam Holst of The Directors Bureau–promotes the National Parks by reminding us of all the stresses of daily life in comedic fashion: self-checkout kiosks that don’t work; computerized call centers that don’t answer; restroom dryers that don’t; impossible furniture assembly; and incomprehensible parking signs.
We’re then offered a remedy, a break, from our hectic, maddening lives as the mundane segues to majestic vistas of the parks and the call to action: The National Parks are free on April 20th . . .Find Your Park.
This “Us vs. Every Day” piece is part of a “Find Your Park” video series that will run on paid social platforms such as Facebook and Instagram and across all National Park Service social media.
Credits
Client National Park Foundation Agency Grey New York John Patroulis, global chief creative officer; Jeff Stamp, deputy chief creative officer; Asan Aslam, group creative director; Leo Barbosa, Cuanan Cronwright, creative directors; Robert Jencks, art director/sr. design; Tan Erginay, copywriter. Production Agency Townhouse James McPherson, chief production officer; Tania Salter, SVP head of integrated production Bruce McDonald, VP executive integrated producer; Radu Olievschi, VP integrated producer. Production Company The Directors Bureau Sam Holst, director; Lisa Margulis, managing director/exec producer; Elizabeth Minzes, exec producer/ head of production; Jacki Calleiro, exec producer; Jona Ward, producer; Kenji Katori, DP; Almitra Corey, production designer; Hayley Simpson, casting (Plaster Casting) Edit, Music, Sound Townhouse Studios Lauren Kulchinsky, SVP head of creative content; Michaela Moriarty, post producer; Brian Sanford, editor; Robert Pilgrim, Guillermo Rivero, assistant editors; Kurt Steinke, music supervisor; Dante Desole, VP director, sound engineer. Color Nice Shoes Chris Ryan, colorist; Jason G. Farber, 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
