This mini-documentary Sharks Rescored chronicles a Deutsch LA-created initiative for Volkswagen tying into Discovery Channel’s famed Shark Week. The doc. will be airing all this week on Discovery.
Music scores from major motion pictures have perennially portrayed sharks as menacing man-eaters lurking in the ocean. Aimed to change the perceptions of sharks, VW in collaboration with Deutsch LA is giving these misunderstood creatures a new music score through an innovative interactive web experience on SharksReScored.com.
More than 100 million sharks are killed a year by humans–which begs the question, if music can vilify sharks, can music also have the power to save them?
Volkswagen, in partnership with Discovery, teamed up Academy Award-nominated composer J. Ralph (Chasing Ice) and marine biologist Luke Tipple to rescore sharks. The new score was performed at Abbey Road Studios in London by a 151 piece orchestra, featuring Grammy Award-winning violinist Josh Bell.
Credits
Client Volkswagen of America, VW/Discovery Channel Shark Week Partnership Agency Deutsch LA Pete Favat, chief creative officer, North America; Vic Palumbo, director of integrated production; Erik Press, executive integrated producer; Winston Binch, chief digital officer, North America; Heath Pochucha, group creative director; Jerome Austria, digital executive creative director; Zaid Al-Asady, creative director; Daniel Barak, digital creative director; Shiran Teitelbaum, lead copywriter; Alice Blastorah, lead art director; Erin Burell, sr. digital designer; Neph Trejo, Charlie Brandwick, Rocio Alvarado, sr. art directors; Newton Cox, copywriter; Marijke van Niekerk, sr. copywriter; Dave Rocco, music director; Eryk Rich, associate music producer; Pam Scheideler, executive director of digital; Martin Legowiecki, creative technology director; Nick Ngai, executive integrated producer; Jenny Court, digital producer. Production/Creative Jen Pennybacker, VP branded entertainment; Mary Claire Baquet, Matt Katzive, VP Discovery Creative; Marley Bunce, VP head of production; Christina Bavetta, director; Mike Baireuther, Gina Scarpulla, supervising producers; Joe Moccia, sr. art director; Jim O’Donnell, line producer; Aaron Moore, Bartley Powers, editors; Tara Belkin, exec producer; Dione Li, producer; Jesse Rugless, associate producer; Daniel Oleksiuk, production manager; Leigh Solomon, digital creative director; Kate Pfetsch, supervising producer/editor; Joy Montefusco, Jason Robey, exec producers; Dan Carter, producer; Diego Molina, sr. visual designer; Jennifer Kaye, interactive visual designer. Music Josh Ralph, 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 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
