Dairylea, the little triangle of cheese that kids can take anywhere, returns with a brand campaign which champions childhood in its purest form The U.K. campaign focuses on the small wonder of moments when kids have a little bit of time to themselves, especially with a small triangle of cheese wrapped in silver foil in hand
This marks the first work agency VCCP London has done for Dairylea since becoming its creative agency last summer. Centerpiece of the campaign is this 40-second spot which playfully captures two girls hanging from a small goal post and pondering what happens to their Dairylea triangle when it is eaten in this topsy turvy position. The spot was directed by Pulse Films’ ThirtyTwo, the duo consisting of Dylan Southern and Will Lovelace.
Credits
Client Mondelez/Dairylea Agency VCCP London Chris Birch, Jonathan Parker, executive creative directors; Caroline Rawlings, creative director; Daniel Glover-James, Elias Torres, associate creative directors; Helen Brownlie, TV producer; Ben Waters, creative producer. Production Company Pulse Films ThirtyTwo, director. Editorial Assembly Rooms Eve Ashwell, editor; George Saunders, producer. Postproduction Time Based Arts Sean Ewins, post producer; Simone Grattarola, colorist. Audio Post Factory Anthony Moore, sound engineer.
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
