Director Diego Luna, agency WALO and client Jarritos, the popular Mexican soft drink brand, joined forces to produce Jarritos’ The Journey, a short film which showcases the struggles and triumphs of immigrants living in the United States, while establishing Jarritos as a brand that celebrates the very diversity that makes its consumers and this country so great.
“As a brand with firm roots in Mexico and completely embraced by the United States, we too are immigrants and we know the journey all too well,” said Luis Fernandez, CEO of Novamex, Jarritos brand owner. “Our intention was to thank our consumers and celebrate the beauty of that journey, the sacrifices of previous generations, and the inherent diversity of the United States.”
Credits
Client Jarritos (Novamex) Agency WALO Walter Barraza, Lalo Durán, creative directors; Nicholas Marshall, sr. art director; Laurencia Durán, social media & PR manager Production Company GLORIA Diego Luna, director; Carolina Costa, DP; Paloma Martinez, creative director; Pablo Cruz, Eric Bonniot, Arturo Sampson, exec producers; Theo Brooks, Marta Nuñez Puerto, producers; Shae Horton, production supervisor. Editorial Republic Editorial Andy McGee, Doug Crise, editors; Carrie Callaway, exec producer; Jacklyn Sandoval-Roman, post producer; Juan Luna, Nick Mueth, finishing/VFX artists. Sound Gordon Gibson, audio engineer/sound designer Color Nice Shoes, NY Gene Curley, colorist; Rebecca Mitchell, producer. Music Freiberg Music Daniel Freiberg, 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 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
