Through its relationship with LVMH, Droga5 NY started working on a project for one of that client’s latest brands, Clos19.
Clos19 is a new online lifestyle retail platform, offering exceptional services, products and experiences from the champagnes, wines and spirits “world” of LVMH.
Kicking off Droga5’s “Bring Them In” marketing campaign marking the expansion of the Clos19 platform into the American market is this short film directed by Mike Mills via production house MJZ. Mills was nominated this year for a Best Original Screenplay nomination for 20th Century Women, which he also directed.
The premise for the “Bring Them In” campaign draws from the consumer insight that there has been a fundamental shift in the way people are purchasing and drinking today. E-commerce had been dominating growth in off-trade sales, while a new generation of younger consumers increasingly preferred to stay in on nights and weekends, reserving their spare time for more intimate and meaningful gatherings.
Through strategic analysis of the broader champagnes, wines, spirits and experiences category, Droga5 discovered that this desire is at odds with the world of carefully crafted online personas and instant friendships conjured by right swipes on our phones, where little room is left to nurture real, time-tested friendships. As a brand that aims to inspire the art of hosting and intimate get-togethers between friends, Clos19 was positioned to address this unanswered need.
Credits
Client Clos19 Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Alexander Nowak, executive creative director; Adrian Chan, sr. art director; Michael Lopez, sr. copywriter; Mariana Oliveira, copywriter; Joaquin Salim, art director; Rich Greco, design director; Alison Lee, jr. designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, Bruyan Litman, co-directors of film production; Ruben Mercadal, associate director, film producer; Anders Hedberg, executive producer, film; Jamil McGinnis, film producer; Justin Durazzo, Tasha Cronin, co-directors of interactive/experiential; Alyssa Cashman, producer, interactive; Mike Ladman, music supervisor. Production MJZ Mike Mills, director; David Zander, president; Emma Wilcockson, exec producer; Youree Henley, producer; Evan Prosofsky, DP; Victoria Morris, production designer; Shirley Kurata, wardrobe stylist; Holly Vesecky, floral designer. Editorial Rock Paper Scissors Olivier Bouge Coutte, editor; Michael Shugarman, assistant editor; Eve Kornblum, exec producer; Jenny Greenfield, producer. Postproduction a52 Kim Christensen, exec producer; Drew Rissman, producer. Music Roger Neill Audio Post Lime Studios Zac Fischer, mixer.
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
