Directed by Johnny Hardstaff of RSA Films for JWT London, this spot shows us a young man in the slums of Honduras where he’s constantly pressured to join a street gang. However, this youngster has an alternative. U.K. Coffee brand Kenco has launched a “Coffee vs. Gangs” initiative whereby 20 at-risk young people will receive the education and training necessary to become coffee farmers.
John Smith of Whitehouse Post edited this :60 which feature VFX (scenes of tattoos in motion which reflect the peer pressure to join gangs) from Absolute, which maintains studios in London and NY.
Credits
Client Mondelez International–Kenco Agency JWT London Russel Ramsey, executive creatie director; Jaspar Shelbourne, creative director; Jess Oudot, copywriter; Matt Leach, art director; Carley Reynolds, producer; Lula Boardman, assistant producer. Production RSA Films Johnny Hardstaff, director; Annabel Ridley, exec producer. Editorial Whitehouse Post John Smith, editor; Lisa Kendrick, Bebe Evwaraye, exec producers. Post/VFX Absolute Music Eclectic Colin Smith, Simon Elms, composers. Sound Design Greek Street Studios Dan Weinberg, 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
