Created by Publicis Brazil and produced by Zombie Studio, this animation short continues Bradesco’s fables of the fireflies that was a favorite among Brazilians and earned recognition at Cannes Lions. The new film stars Luna, a that does not light up and suffers for being different. Throughout the film, however, she gets the support of Vitinho, a boy with Down syndrome who helps her become a heroine, saving a group of fireflies that had been caught. “This campaign addresses the issue of inclusion in a very special way by showing that both Luna and Vitinho see things that other people cannot see and thus shine even brighter,” says Domênico Massareto, CCO of Publicis Brazil.
Titled In 2020, shine your own way, the piece is driven in part by Mariah Carey’s song “Hero,” performed by Brazilian singer and songwriter Ráae. From the briefing until its premiere, it took six months of work to bring the movie to life. To create the character Vitinho with maximum fidelity, the creative and production teams involved in the campaign were supported by medical specialists from the Center for Clinical Studies and Research (CEPEC-SP) and parents of children with Down syndrome. Physical and emotional characteristics as well as reactions, movements and expressions were tirelessly studied to bring the character to life.
Paulo Garcia of Zombie Studio directed the short, with Rodrigo Dutra and Bruno Monteiro serving as animation directors.
Credits
Client Bradesco Agency Publicis Brazil Domenico Massareto, chief creative officer; Gustavo Victorino, executive creative director; Paulo Aguiar, Rico Lins, creative directors; Rafael Campos, Bernardo Correa, associate creative directors; Lucas Pinheiro, Douglas Reis, Ricardo Sarno, art direction; Americo Vizer, Vitor Medrado, copywriting; Larissa Domingues, Elias Carmo, Pedro Furtado, William Rodrigues, Tiago Cordeiro, Gabriela Moura and Juan Perafan, creation integrated campaign; Renata Sayao, head of production; Daniela Harriz, Wellington Inacio, production. Production Zombie Studio, Sao Paulo, Brazil Paulo Garcia, director; Natalia Gouvea, exec producer; Marcelo Garcia, artistic direction; Daniel Salles, Natalia Mamede, creative direction; Rodrigo Dutra, Bruno Monteiro, animation directors; Yohann da Geb, Issac, Buzzola e Wallan Oliveira, CGI team; Andre Carvalho, producer; Isaac Buzzola, supervision. Sound Production Satellite Audio Roberto Coelho, Kito Siqueira, Hurso Ambrifi e Daniel Iasbeck, general direction; Roberto Coelho, Kito Siqueira, Hurso Ambrifi, Daniel Iasbeck, Mike Vlcek, Thiago Colli, Charly Coombes, Helton Oliveira e Ian Sierra, sound producers; Ricardo Bertran, Celso Moretti, Carla Cornea, Ian Sierra e Isadora Penna, finalization; Ana Cordeiro, Mariana Tardelli e Rafa Oliveira, production coordination; Renan Marques, general assistant.
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
