A new iteration of Stonefire’s “Bread You Gotta Know About” campaign, this “Lunch Break” spot–directed by Mike Warzin of Arts & Sciences for FCB Chicago–aims to enlighten Americans about Stonefire Naan bread.
“Lunch Break” takes the conversation to new heights–600 feet in the air at a construction site where a worker doesn’t know about Stonefire Naan bread. His fellow hard-hat workers poke fun at while educating him, demystifying naan and highlighting its delicious, fluffy, flatbread nature, showing a wide assortment of creations they’ve packed in their lunch boxes.
The repetitive word-of-mouth nature of the “Lunch Break” is strategic, showcasing a diverse array of tasty creations where naan replaces conventional bread–for a diverse range of construction workers, each extolling the virtues of Stonefire Naan bread.
Andrés Ordóñez, chief creative officer, FCB Chicago, said, “Stonefire is an amazing brand and dominates the naan bread category. But we needed to create a campaign that captures the attention of conventional bread fans and informs them that naan is simply the better option. Creatively, we find that sometimes the best way to get people to remember what you tell them, is to say it over and over and over again.”
Credits
Client Stonefire Agency FCB Chicago Andrés Ordóñez, chief creative officer; Mollie Partesotti, chief strategy officer; Chris Walker, Alan Shen, SVPs, creative directors; Rachel Bottlinger, associate creative director; Nik Szpak, copywriter; Parker Parillo, art director; JP Palmer, SVP, director, strategic planning; Nate Jones, sr. strategic planner. Production Company Arts & Sciences Mike Warzin, director; Alex Disenhof, DP; Christa Skotland, director of production. Production Services The Salmon Natalie Winardi, exec producer (The Salmon); Erik Wilson, line producer. Editorial Whitehouse Matthew Wood, editor; Toni Alvarex, assistant editor; Kristin Angeletti, sr. exec producer; Kristen MacDonald, producer. VFX The Mill Chris Connolly, exec producer; Matt Pascuzzi, creative director; Lucia Hill Barroso, 2D lead; Tim Crean, Mo Thavornwatanayong, Julien Acouturier, Liz Yang, Rajesh Kaushik, 2D assists; Daniel Bayona, DMP; Jacqueline Beck, project manager; Ashley Ayarza Woods, colorist; Lauren Yianilos, producer. Music The Elements Michael Nocny, composer. Sound Design Another Country Pete Erazmus, sr. sound designer/mixer; Lucas Hansa, audio assistant; Louise Rider, exec producer; Josh Hunnicutt, 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
