Adolescence is a transitional period when teenagers tend to distance themselves from their parents. A teen’s friends and an ultra-connected environment often take precedence over enjoying precious moments spent with family.
That’s why IKEA invites family to take a break and spend more time reconnecting all generations around the kitchen.
Directed by Ben Liam Jones via production house Moonwalk for Paris agency Buzzman, this new film, popular and pragmatic, features a father who uses his imagination to spend time and re-forge a bond with his son. Thanks to its functional and user friendly design, the IKEA kitchen becomes a real playground where father and son work together to prepare a meal–a story that the soundtrack complements with a cover by José James of Bill Withers’ famous song “Lean on me.”
Credits
Client IKEA Stéphanie Jourdain, country marketing director; Crole Feleppa, external communication manager; Isabelle Denizou, advertising & visual identity manager. Agency Buzzman, Paris Georges Mohammed-Cherif, president, executive creative director; Sebastien Partika, creative director; Raphael Ghisalberti, art director; Constance Godard, copywriter; Clement Scherrer, head of strategic planning; Vanessa Barbel, head of TV production; Geraldine Bourguignat, Katya Violi, TV production. Production Moonwalk Ben Liam Jones, director; Gaspard Chevance, producer. Sound Production Schmooze Music music cover by José James “Lean on me” (Bill Withers)
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
