This spring, Macy’s is celebrating beauty in all its forms, expanding and redefining the word through a new iteration of their “Find the Remarkable You” campaign.
Created by BBDO New York, the latest effort makes a powerful statement around the word “beautiful” by flipping it on its head, changing the term to fit a wide range of women. In a :60 TV spot, Macy’s features a diverse array of every kind of beautiful over a poem that redefines the word and encourages viewers to find their truest selves. The film ends with the line, “Find the Remarkable You.”
Daniel Wolfe of Somesuch directed the spot which runs on TV and online.
Credits
Client Macy’s Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kitlhar, EVPs/executive creative directors; Kat Kvas, associate creative director; Sho Matsuzaki, art director; Dan Blaney, VP group executive producer; Corie Rosenblatt, associate producer. Production Somesuch Daniel Wolfe, director; Nicky Barnes, exec producer; Saul Germaine, line producer; Chayse Irvin, DP. Editorial Cosmo Street Tom Lindsay, editor; Maura Woodward, exec producer; Paolo Solarte, sr. producer; Alex Morales, Josh Berger, assistant editors. VFX Blacksmith Iwan Zwarts, Jamie Scott, 2D Flame leads; Charlotte Arnold, exec producer; Bindy St. Leger, VFX producer; Jacob Slutsky, compositor. Music Barking Owl Kelly Bayett, creative director/partner; Hannah Alter, producer. “One World” composed and published by Barking Owl; Justin Bayett, managing director. Audio Post Heard City Keith Reynaud, 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
