Arla Foods–a Denmark-based farm-to-fridge dairy cooperative owned by more than 12,500 dairy farmers whose core values are rooted in environmental responsibility, animal welfare, sustainability and doing things the right way–debuts its first-ever, fully integrated U.S. brand campaign today called “Live Unprocessed,” developed in partnership with agency Carmichael Lynch, Minneapolis.
The campaign asked kids what — or who — they thought rBST, xanthan and sorbic acid were, without letting them know that they were ingredients often found in competitors’ sliced and cream cheeses. The kids were partnered with animators who brought their fantastical stories and drawings to life in two 30-second spots, including this one titled “Xanthan.”
Animation/post house was Hornet, with MAKE handling live-action production. Yves Geleyn of Hornet served as animation director. Live action was helmed by MAKE’s Jay Heyman.
“It was an impressive leap of faith on Arla’s part to say, we don’t know what these kids will say, or what stories they’ll come up with, but let’s go for it,” said Carmichael Lynch chief creative officer Marty Senn. “The whole approach to the project, from everyone involved, felt genuinely unprocessed. Forget what a boardroom of marketing execs thinks about these ingredients. What do kids think? They won’t mince words.”
Credits
Client Arla Foods, Inc. Agency Carmichael Lynch, Minneapolis Marty Senn, chief creative officer; Brian Lambert, Tom Sebanc, creative directors; Ryan Falch, sr. writer; Doug Pederson, sr. art director; Joe Grundhoefer, head of production; Freddie Richards, executive content producer. Live-Action Production MAKE Jay Heyman, director; Dana Locatell, exec producer; Tim Mack, supervising producer; Holland Kemp, producer; Bill Winters, DP. Animation/Postproduction Hornet Yves Geleyn, director, designer; Glenn Hernandez, designer; Tony Maki, storyboards; John Mattiuzzi, lead compositor; Bea Walling, John Stanch, compositors; Joel Kretchman, line producer; Toby Howell, DP; Tim McDonald, art director; Pete List, Matt Christensen, animators; Hana Shimizu, exec producer; Sang-Jin Bae, head of production; Kristin Labriola, development producer; Desiree Stavracos, producer; Anita Chao, editor; Riley Spencer, production coordinator; Michael Yetter, gaffer; Richard Coppola, motion control operator; Chris Clarke, BB electric; Garrett Cantrell, key grip; Will Gottlieb, 2nd grip; Michael Defeo, sculptor; Pete Erickson, Hillary Barton, Illya Smelansky, Samantha Smith, Melissa Chow, Matt Christensen, Royal Jarmon, David Assel, fabricators; Patrick O’Keefe, matte painter; Shawn Knight, color correct; Matt Scharenbroich, art dept. intern.
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
