Minute Maid has opened a holiday season store with nothing to sell. But there’s something valuable to be had for customers as this digital film, titled Nothing To Sell, takes us inside that store which offers pen and paper to children of various ages so they can express heartfelt appreciation for their parents.
Minute Maid’s #doingood campaign was created to combat the internal struggles many parents face as they attempt to balance work and life, while striving to provide the best holiday experience for their families. The film highlights five people who thank their parents. The letters evoke emotional responses from the parents, proving that the gifts that matter the most don’t cost a thing. When you put good in, you get good out.
Kyle Ruddick of HeLo directed the film which is part of a Minute Maid campaign conceived by a creative ensemble at Doner.
Credits
Client The Coca-Cola Company/Minute Maid Agency Doner Eric Weisberg, global chief creative officer; Brad Emmett, EVP, executive creative director; Jason Bergeron, Virgil Adams, creative directors; Laurie Irwin, EVP, director of content production; Stacey Gizinski, executive producer. Production HeLo Kyle Ruddick, director; Lawrence Lewis, producer; Brendan Kiernan, exec producer. Postproduction The Underground Philip Owen, independent editor; Stacy Langdon, producer; Chad Cooper, exec 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 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
