For its new “Strip Down to Naked” campaign, the Naked Juice brand teamed with agency Cramer-Krasselt, Chicago, to create work that would inspire people to escape from everyday life–stripping away the unwanted, the hassles of the daily routine–and instead do what makes them feel good, like drinking delicious 100% fruit and veggie juices from Naked Juice.
Visual effects artist Olivier Gondry directed the campaign’s two spots while his brother Michel Gondry, writer and director of Eternal Sunshine of the Spotless Mind, served as creative director. The Gondrys worked via production house Partizan with Fell Visuals serving as VFX house.
In this spot titled “Sidewalk,” viewers are transported form a busy backdrop of everyday life that is physically stripped way to reveal an escape to a new, serene environment.
Credits
Client Naked Juice Agency Cramer-Krasselt, Chicago Marshall Ross, chief creative officer; G. Andrew Meyer, executive creative director; Christina Calvit, group creative director; Jim Bernardin, Andres Schiling, associate creative directors; Tom Cronin, producer; Lizzie Bartek, planning director; Audrey Williams, sr. campaign manager. Production Company Partizan Olivier Gondry, director; Michel Gondry, creative direction; Amanda Clark Altham, line producer; Lisa Tauscher, exec producer. Editorial Whitehouse Post Marin Leroy, editor; Melanie Klein, producer. VFX Fell Visual Effects, Los Angeles Olivier Gondry, Russell Fell, VFX lead artists; Rachel Koch, exec producer; Andre Steyn, VFX supervisor. (Toolbox: Flame, Maya, Photoshop) Music & Sound Design Sonixphere Audio Wave Studios, Chris Afzal, sound designer & mixer; Eleni Giannopoulos, 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
