Black women-owned businesses are vital to the economy and are among the hardest hit by the impacts of the pandemic. Mastercard is announcing the Strivers Initiative, a consumer-facing platform, elevating the visibility of Black female business owners overcoming obstacles to maintain and grow their business, as role models for the community and future generations. The initiative kicks off with this national Mastercard spot featuring Black women business owners from across the U.S. and Grammy Award-winning singer/songwriter Jennifer Hudson.
In the commercial–directed by Child and produced by female-owned production house Little Minx for agency McCann XBC–Hudson’s rendition of “Ain’t No Mountain High Enough,” produced by will.i.am, serves as an anthem for Black women business owners across the country who are paving their Path to Priceless and whose businesses serve as pillars for their communities.
The initiative will include a grant program in partnership with Fearless Fund, a VC fund built by women of color for women of color. This will be complemented by a multi-city educational road show driving awareness of the state of women and minority-owned business in cities across the U.S. and providing insights into progressive actions cities can take to foster an equitable business climate.
Credits
Client Mastercard Agency McCann XBC Pierre Lipton, global executive creative director; Pete Jones, Cinzia Crociani, executive creative directors; Caro Rebello, Artur Lipori, creative directors; Amanda Caldari, sr. copywriter; Marina Ferraz, art director; Ana Miraglia, copywriter; Tatjana Gall, designer; Judy Nierman, SVP, executive producer; Doug Harrison, producer; Eric Johnson, executive integrated music producer; Dan Gross, music producer; Oriol Bombi, EVP, global strategy director; Danielle Noto, VP, strategy director; Emily Kearns, social strategy director; Kristen Levy, social strategist; Colleen Gleason, sr. strategist. Production Little Minx Child, director; Rhea Scott, president; Helen Hollien, exec producer; Annalise Rowane, line producer; Rachel Morrison, DP. Editorial Rock Paper Scissors Chris Mitchell, Frank Snider, editors; Lisa Barnable, producer. Postproduction Method Studios
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
