Noam Murro of Biscuit Filmworks directed this video, titled “Free Range,” depicting a daring chicken who escapes from its coup in the search for a more fulfilling and rewarding “Free Range” lifestyle.
Running freely across fields and overcoming a number of obstacles that get in its way, the chicken embraces life in the quest for something better, paralleling Reebok’s approach to fitness and offering encouragement for people to embrace a new path to healthy, fitness-promoting physical activity. We finally discover why the chicken decided to cross the road.
Video is part of an integrated campaign from Venables Bell & Partners.
Credits
Client Reebok Agency Venables Bell & Partners Paul Venables, Will McGinness, executive creative directors; Tom Scharpf, Erich Pfeifer, creative directors; Eric Boyd, associate creative director; Byron Del Rosario, art director; Meredith Karr, Allan Eakin, copywriters; Craig Allen, director of integrated production; Michael Davidson, head of strategy; Jake Bayham, sr. brand strategist. Production Biscuit Noam Murro, director; Simon Duggan, DP; Shawn Lacy, Colleen O’Donnell, exec producers; Jay Veal, line producer. Editorial Rock Paper Scissors Stewart Reeves, editor. VFX a52 Heather Johann, VFX producer. Sound Design/Audio 740 Sound Design Rommel Molina, sound designer. Music Elias Arts
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
