This online film, titled Imagine the Possibilities, is targeted at parents and makes use of hidden cameras to capture people’s reactions as girls play out situations they imagine in real life. In the end, we see these situations are being played out by girls with their Barbie dolls, returning the brand to its roots and reminding people how play with Barbie helps inspire imagination and confidence.
The campaign was created by BBDO San Francisco, in conjunction with BBDO New York, and marks the first work since BBDO was awarded the Mattel/Barbie business earlier this year. The film was directed by Karen Cunningham of Slim Pictures.
Credits
Client Mattel/Barbie Agency BBDO San Francisco David Lubbars, chief creative officer, worldwide; Matt Miller, Steve Rutter, executive creative directors; Adam Balogh, sr. copywriter; Jason Moussalli, sr. art director; Patti Bott, executive producer; Lisa Christman, sr. producer; Alaina Crystal, sr. planner. Production Slim Pictures Inc. Karen Cunningham, director; Jeff Cutter, DP; Tom Weissferdt, exec producer; Suzie Greene Tedesco, line producer. Edit/VFX No6 Andrea MacArthur, editor; Crissy de Simone, exec producer; Yole Barrera, post producer; Verdi Sevenhuysen, Flame Artist. Post Company 3 Bob Festa, colorist.
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
