Havas Chicago concepted, produced, shot, edited, composed music and sound design, audio mixed, colored and trafficked three spots in just two-and-a-half weeks for client Hefty–including this “Start Again” :30, with a voiceover by John Cena, which is a heartfelt thank you to the sanitation workers who continue to work during the pandemic.
For the commercial, Havas deployed local drone videographers in seven cities across the U.S. from Anchorage to Austin while Cena recorded the voiceover from his home (maintaining social distancing).
Credits
Client Hefty Agency Havas Chicago John Norman, chief creative officer; Brian Cooper, director of production; Shelby Georgis, group creative director; Michelle Underwood, creative director; Bryan Miguel, sr. copywriter; Cara Gigante, sr. art director; Zach Murman-Freer, copywriter; Kevin Bush, art director; Jonica Lister, jr. copywriter; Sarajane Gallagher, Rachel Steele, Bridget Danko, sr. producers; Todd Bernstein, sr. audio engineer; Mike Abrams, Kelsey Moher, editors; Michelle Gerstin, group strategy director; Jennifer Jasso, social coordinator.
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
