Filmmaker Harmony Korine (Kids, Spring Breakers) directed via MJZ this campaign for 7-Eleven out of agency 360i.
Among the spots is “Coastin’” featuring a towering man on roller skates who casually glides into his local 7-Eleven to snag a Slurpee, barely pausing as he taps his credit card to pay and rolls out the door. The thrill of that first icy sip sets off an unexpected display of agility, and the parking lot becomes the stage for his joyful skating performance.
The package of spots features the brand’s new tagline, “Take it to Eleven.”
Credits
Client 7-Eleven Agency 360i Menno Kluin, chief creative officer; Devon Hong, executive creative director; Andrew Hunter, Michael Schachtner, Doug Murray, creative directors; Emmanuel Rocha, jr. copywriter; Jorge Diaz, jr. art director; Brian Gartside, group design director; Sophia Del Plato, sr. designer; Luis Valencia, associate designer; Carissa Ranelycke, SVP integrated production; Adrea Rastogi, executive producer; Adrienne Darnell, sr. producer; Raig Adolfo, EVP integrated strategy; Amie Dowker, VP integrated strategy; Angie Arner, strategy director; Ashley Evangelista, sr. strategist; Jackie Mockridge Mattina, head of strategy & insights; Danielle Moylan, director, consumer insights & analysis; Nicola Flynn, sr. manager, audience & insights. Production MJZ Harmony Korine, director. Editorial Cartel Postproduction The Mill
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
