American Airlines and nearly 60 of its cancer fighting, surviving and co-surviving team members came together to film a campaign as part of its collaboration with Stand Up To Cancer and (SU2C) ambassador Bradley Cooper.
Each participating team member in this new campaign from agency CP+B has been personally affected by cancer, and several are still undergoing treatment or caring for a loved one fighting the disease.
Directed by Vincent Haycock of Park Pictures, this Stand Up To Cancer spot centers on John Biegel whom we see as an infant, a lad, a military serviceman and now an American Airlines pilot/captain who is undergoing treatment for pancreatic cancer. He and American Airlines colleagues come together in this piece, meeting Cooper along the way.
For the overall campaign, American Airlines team members from 24 locations around the system, representing pilots, flight attendants, mechanics, gate and reservation agents, fleet service clerks and more, who either personally experienced (or have a loved one who did), participated. In all, they dealt with 18 different types of cancer including; breast, melanoma, lymphoma, pancreatic cancer and more. The campaign was shot in the airline’s hangar at Los Angeles International Airport (LAX).
The campaign supports Stand Up To Cancer’s collaborative cancer research. During the month of June, American will donate $1 to Stand Up To Cancer for every flight purchased on aa.com, up to $1 million.
Credits
Client American Airlines/Stand Up To Cancer Agency CP+B Ralph Watson, VP/chief creative officer; Michael Raso, VP/executive creative director; Mona Hasan, Stephanie Kohnen, creative directors; Sloan Schroeder, VP/director of content production; Jackie Maloney, sr. integrated producer, video; Andy Hamm, director of music. Production Park Pictures Vincent Haycock, director; Evan Prosofksy, DP; Jackie Kelman Bisbee, Dinah Rodriguez, exec producers; Anne Bobroff, head of production; Michelle Currinder, producer. Editorial Whitehouse Post, Santa Monica, Calif. Charlie Harvey, editor; Joni Williamson, exec producer; Sasha Grubor, producer. VFX Method Studios, Santa Monica Wensen Ho, lead compositor; Robert Owens, sr. exec producer; Ananda Reavis, head of production, commercial finish; Thuy Ta, producer. Color Company 3, New York Tom Poole, sr. colorist; Ashley McKim, exec producer. Music Barking Owl, Santa Monica Track: “Resistance” Kelly Bayett, creative director/exec producer; KC Dossett, producer. Sound Design/Audio Post Lime Studios, Santa Monica Mark Meyuhas, sound designer/mix engineer; Peter Lapinski, mix engineer assistant; Susie Boyajan, executive producer, mix.
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
