Diabetics often hear the word “no” when it comes to what they can eat. But in this spot directed by Mark Molloy of SMUGGLER for client Abbott Laboratories/Freestyle Libre out of agency Anomaly NY, all the “no” responses heard in humor-tinged scenarios turn ultimately to a “know” as patients find out their glucose levels which enable them to make informed dietary decisions.
Titled “Now You Know” in reference to the knowledge gained via the Freestyle Libre meter, the commercial consists of relatable moments coupling humanity and humor to nurture empathy for what diabetes patients experience.
Credits
Client Abbott Laboratories/Freestyle Libre Agency Anomaly New York Bronwen Lonsdale, producer; Seth Jacobs, executive creative director; Donnell Johnson, group creative director; Harry Neville-Towle, associate creative director; Ray Ali, sr. creative. Production Company SMUGGLER Mark Molloy, director; Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, Declan Cahill, Leah Churchille-Brown, exec producers; Alex Hughes, head of production; Alex Taussig, producer; Jacquie Riley, head of production; Jeremy Rouse, DP; Jeremy Fitzgerald, 1st AD; Leah Popple, production designer; Beth Ryan, art director; Rebeca Cohen, set decorator; Mariot Kerr, wardrobe. Editorial Work Editorial Stewart Reeves, editor. Color Company 3 Sofie Borup, colorist. VFX a52
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
