We’ve all had the experience of going into a store and not seeing the item we’re looking for, and then being given the option to go to another location to find it. To showcase Foot Locker’s global reach, BBDO New York created an experiment called “pickup trips,” where three unknowing consumers were sent to foreign countries to cop the weekend’s biggest releases.
Shoppers from Toronto, London and New York were all sent to pick up sneakers abroad, at Foot Locker flagships.
BBDO Studios produced the experiment, which is reflected in this recap piece with the filmmakers being lead director Lawrence Chen, director/producer Andrew Osborne and director Koji Yahagi.
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Chris Beresford-Hill, Dan Lucey, executive creative directors; Martins Zelcs, Bryan Stokely, associate creative directors; Steve Panawek, strategy director; David Rolfe, head of integrated production; Joe Croson, director of integrated production; James Young, sr. producer; Michel Woodall, producer; Adrienne Katz, executive producer, experiential. Production BBDO Studios Michael Gentile, BBDO Studios lead; Lawrence Chen, lead director; Andrew Osborne, director/producer; Koji Yahagi, director; Jonathan Hsu, Vincent Lin, Nerenda Eid, line producers. Postproduction EG+ Brad Go, editor.
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
