McCann NY created this campaign designed to drive weekday business to MGM National Harbor, the casino and resort in Washington DC. While Friday night is regarded as a great night to enjoy a casino, what about the other weekdays?
To consider those possibilities on Monday through Thursday, McCann teamed with director Jim Jenkins of O Positive to personify each of those days in different spots, including this one in which a guy who’s Monday bemoans all the fun folks are having on his night at MGM National Harbor. The campaign asserts that "Every Day is Monumental" at MGM National Harbor.
Credits
Client MGM National Harbor Agency McCann NY Tom Murphy, Sean Bryan, co-chief creative officers; Chris Mitton, executive creative director; Nir Refuah, executive technology creative director; EJ Lee, Joey Monteverde, Carlos Wigle, Scott Cooney, creative directors; Joe Konietzko, executive strategy director; Dan Wilkos, strategy director; Karishma Shah, social strategist; Nathy Aviram, chief production officer; Chance Bassett, sr. producer; Dagmar Wong, sr. integrated producer; Katie Boyko, producer. Production O Positive Jim Jenkins, director; Marc Grill, Ralph Laucella, exec producers; Darren Lew, DP. Editorial Crew Cuts Jake Jacobsen, editor; Nancy Shames, exec producer; Diana Seldin, producer. Color Nice Shoes Chris Ryan, colorist. Audio Post Sonic Union Paul Weiss, 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
