The CESAR® dog food brand debuted its “First Day Friends” campaign created by BBDO San Francisco, showcasing the power of pets to reduce stress. This film directed by Daniel and Katina Mercadante–aka the Mercadantes–shows a lad feeling uneasy about having to go to a new school. Each year, more than 7 million kids change schools, which can be a harrowing, lonely experience.
However, the boy’s social anxiety is relieved when he is unexpectedly joined by his dog on the first day of school, which helps him to connect with other kids. Man’s best friend paves the way for him to make new friends.
Credits
Client CESAR Agency BBDO San Francisco David Lubars, chief creative officer, worldwide; Matt Miller, chief creative officer, San Francisco; Michael Cornell, Latasha Ewell, associate creative directors; Katie Burleson, art director; Alisha Pagano, copywriter; Lou Doherty, head of integrated production; Meredith Krull, group strategy director; Dalan McNabola, editor. Production Park Pictures The Mercadantes, directors. Color Company 3 Sophie Borup, sr. colorist. Audio One Union Recording Studios Joaby Deal, sound designer. Music Marmoset, principal composer.
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 filmโs 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 childโs 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 โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
