In this teaser-style trailer, we see people all across the country looking skyward. Eventually we discover that their upward gaze is directed at the American advertising icon The Green Giant–though we don’t see him until the end tag and even then he's hidden in the shadows.
Nonetheless, it seems the Green Giant has awakened and is returning to the Valley once more. This short is part of a 360 campaign hinting at the Giant’s imminent return this fall.
The work is Deutsch New York’s first step in reinventing The Green Giant for a modern audience and making him just as culturally relevant to Americans now as he was in his glory days. “The Giant Awakens” was directed by Patrick Daughters via production house Gorgeous.
Credits
Client B&G Foods, Inc./Green Giant Agency Deutsch NY Pete Favat, chief creative officer, North America; Dan Kelleher, chief creative officer; Matt McKay, Menno Kluin, executive creative directors; James Cowie, Rich Kolopeaua, creative directors; Fanny Josefsson, copywriter; Joe Calabrese, director of integrated production; Andrea Curtin, executive producer. Production Gorgeous, West Hollywood, Calif. Patrick Daughters, director; Maddi Carlton, exec producer; Mala Vasan, line producer. Editorial Rock Paper Scissors, NY Adam Pertofsky, editor; Marjorie Sacks, assistant editor. Telecine MPC, London Jean-Clement Soret, colorist. VFX The Mill NY End Tag Animation/Graphics The Mill NY Music/Licensed Woodwork Music, London Audio Heard City, NY Phil Heard, sound designer/mixer
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
