Martin De Thurah of Epoch Films directed this Weight Watchers spot that represents Wieden+Kennedy’s first piece of creative in collaboration with the client.
The “Help with the Hard Part” campaign launches with “If You’re Happy,” a :60 that will appear in movie theaters beginning Nov. 28 and on national TV starting on Nov. 30. To the tune of “If You’re Happy and You Know It,” the spot illustrates one of the hard parts of losing weight: Our complex and emotional relationship with food.
Client Weight Watchers Agency Wieden+Kennedy, Portland, Ore. Michael Tabtabai, Jason Kreher, creative directors; Brooke Barker, copywriter; Robbie Rane, art director; Jennie Lindstrom, sr. producer; Jen Goldberg, interactive strategy; Rebecca Stambanis, strategic planning; Joe Staples, Mark Fitzloff, executive creative directors; Ben Grylewicz, head of production. Production Epoch Films Martin De Thurah, director; Melissa Culligan, exec producer; Michaela Johnson, line producer; Alwin Kuchler, DP. Editorial Exile Kirk Baxter, editor; Will Butler, assistant editor; Toby Louie, post producer; Carol Lynn Weaver, post exec producer. Post The Mill Dee Allen, executive color producer; Heath Raymond, producer; Fergus McCall, colorist. VFX The Mill Sue Troyan, VFX exec producer; Dan Roberts, VFX producer; Benjamin Sposato, production coordinator; John Shirley, 2D lead artist; Robert Murdock, 2D artist; Rasha Shalaby, matte painter. Music tonefarmer Jared Hunter, arranger; Tony Babino, singer; Tiffany Senft, exec producer; Liz Higgins, producer. Sound Design stimmung Gus Koven, sound designer; William Flynn, sound design assistant; Ceinwyn Clark, exec producer. Audio Lime Studios Rohan Young, mixer; Jeff Malen, assistant mixer; Susie Boyajan, producer.
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
