It’s kind of like winning the whole enchilada. The whole hog. The whole nine yards. The whole kit and caboodle. These metaphors are visually brought to life by director Errol Morris of Moxie Pictures for agency David&Goliath, Los Angeles.
Titled “It’s All Yours,” this spot uses these metaphors to show what it’s like if you win the California Lottery’s new Taxes Paid Scratchers tickets. Taxes Paid eliminates the federal tax payment on the top prize and recipients take home the full amount while the California Lotto pays all taxes associated–no questions asked.
Credits
Client California Lottery Agency David&Goliath, Los Angeles David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Greg Buri, Basil Cowieson, creative directors; Jenn Tranbarger, sr. art director; Anne Sanguinetti, sr. copywriter; Kacey Coburn, copywriter; Kristen Knape, strategy director; Paul Albanese, director of broadcast production; Jessica Gardner, broadcast producer. Production Moxie Pictures Errol Morris, director; Robert Fernandez, exec producer; Julie Ahlberg, producer; Tonya Bertino, production supervisor; Tim Collins, assistant production supervisor; Molly Gilula, second assistant production supervisor. Editorial Spinach Heidi Black, editor; Jonathan Carpio, producer. VFX/Post Jason Schugardt, special effects supervisor; Robert Owens, exec producer. Music Massive Music Ben Einziger, sr. composer; Jessica Einziger, head of production.
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 filmโs 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 childโs 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 โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
