Insurance and asset management company AXA has launched its multi-country campaign on sustainability, developed by agency Publicis Conseil in Paris..
When it comes to fighting against climate change, we all show goodwill, each in his/her/their own way and means. But even if goodwill is important, it still needs a helping hand. And that’s what AXA showcases in its campaign, that “even goodwill needs a little help.” And AXA has a role to play.
This campaign film–directed by Matt Smukler via production company Soup Film–follows the journey of a girl as she chases, and tries to catch, a rogue plastic bag. This journey to sustainability is part of a campaign unfolding in Mexico, Germany and then Switzerland.
Credits
Client AXA Group Agency Publicis Conseil Marco Venturelli, CEO/chief creative officer; Steve O’Leary, executive creative director; Cédric Moutaud, Emmanuelle Bougueret, art directors; Jean-Christophe Royer, Montassar Chlaika, copywriters; Marion Le Forsonney, strategic planner. Agency Production Prodigious Armelle Sudron, producer. Production Soup Film Matt Smukler, director; Ada Zuiderhoek, Jana Salome Melzer, exec producers; Joschka Bauer, Nina Franz, producers;; Albrecht Silberberger, DP. Postproduction Prodigious Yannick Giffard, Fred Baudet, editors; Alexis Besnarous, post producer; Muriel Archambault, colorist; Nicolas Vogel, François Xavier Clément, Louis Nicod, Flame artists; Sébastien Moisescot, Krzysztof Karnicki, Mickael Hernandez, Léo Auger, After Effects; Christophe Caurret, creative sound director; Carsten Krueger, sound producer; Maxime Rouge, Grégoire Bucaille, music research. 3D Production Prodigious Mathieu Gerard, CGI supervisor; Anne-Lise Mallard, CGI line producer; Aurelien Dupre, DGI producer; Bastien Brenot, VFX supervisor; Hau N’Guyen, Alexandre Laruelle, Emily Merpillat, Thomas Godard, Didier Gros, Bruno Etchepare, Lucas Nadal, graphic artists. Music Universal Music Publishing; NOVEMBER ULTRA, author/composer; Universal Music Group, label/master owner; Melanie Pereira, composer.
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
