This spot introduces us to a woman who is notified that her job interview went well and that she is being offered a trial run which can lead to permanent employment. The only potentially undermining stumbling block is that the commute is long and she has no car.
Her predicament is not uncommon in France, according to Cléa Martinet, VP sustainability at Renault Group, who shares, “Mobility plays an essential role in obtaining, keeping a job or getting trained. This is a source of inequality: more than half of job seekers in a situation of financial fragility have been forced to refuse a job due to a lack of transport solutions. This societal challenge encouraged Renault Group to launch CareMakers, an inclusive mobility program in 2012. Today, Renault Group is strengthening its commitments by offering people on a trial period the possibility of leasing a vehicle on a long-term basis or with an option to buy, and only starting to pay once the new job has been secured. A first in France.”
Laura Sicouri of production house DIVISION directed this :60, which is part of a campaign from agency Publicis Conseil, Paris.
Credits
Client Renault Group Agency Publicis Conseil Agathe Bousquet, CEO; Marco Venturelli, CEO/chief creative officer; Romulus Petcan, Gabriel Gherca, executive creative directors; Guillaume Sabbagh, copywriter; Marie Donnedieu, art director; Philippe Martin-Davies, Donya Bouzarjomehri, Kayla Shenassa, strategic planning; Chloé Frappereau, digital project director; Caroline Petrucelli, head of production; Benjamin Auberdiac, TV producer. Production DIVISION Laura Sicouri, director; Melodie Preel, DP; Hélène Daubert, exec producer; Ines Maillot, line producer; Clemence Janeski, chief decorator; Juliette Alleaume, stylist. Postproduction Prodigious Dehia Oussana, Thomas Savery. Postproduction Firm Indiana Bigot Sound Start-Rec Alex Jaffray, Mathieu François, Martin Sumeire, Chloé Prechac
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
