The Mercadantes of Park Pictures directed this spot titled “Tattoo” in which we see the lasting impression a mom has made on her daughter. The lass gets a tattoo that simply reads, “Keep shining,” the parting line to a heartfelt note in a birthday card she got from her mom.
Looking at the finished tattoo, the young woman says, “I think she would have liked it.”
“Tattoo” is the first commercial in American Greetings’ “Give Meaning” campaign which takes on an extra poignancy this Mother’s Day weekend. Agency is MullenLowe.
Credits
Client American Greetings Agency MullenLowe Mark Wenneker, chief creative officer; Tim Vaccarino, Dave Weist, executive creative directors; Andrea Mileskiewicz, Blake Winfree, creative directors; Allison Rude, creative director/copywriter; Brian Leech, creative director/art director; Lisa Setten, head of integrated production; Zeke Bowman, director of broadcast production; Vera Everson, sr. producer; Kimberly Reid, assistant producer. Production Park Pictures The Mercadantes, directors; Scott Howard, exec producer; Timory King, line producer; Daniel Mercadante, DP. Editorial PS260 JJ Lask, editor; Marlinda Walcott, post producer; Carol Dunn, exec producer; Colin Reilly, assistant editor. VFX MPC LA Cynthia Lee, lead VFX artist; Sarah Laborde, VFX producer; Elexis Stern, exec producer. Color Nice Shoes Chris Ryan, colorist; Rebecca Mitchell, producer. Audio Post Eleven Sound Jeff Payne, sound designer/mixer; Jordan Meltzer, assistant mixer; Melissa Elston, exec producer.
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
