Johnson & Johnson launches this documentary short as part of its #howloveworks initiative. This first docu short for Johnson & Johnson breaks appropriately enough with Father’s Day on the immediate horizon.
The film introduces us to three dads as they contemplate the impact they’re making on their children’s lives. It’s an emotional, reflective look inside their fatherhood journeys. Each dad has faced different challenges–from insecurity to homelessness–yet they rely on their innate abilities to navigate through.
The film was directed by Antony Crook of RDI and features real dads and families. Agency is TBWAChiatDay.
Credits
Client Johnson & Johnson Agency TBWA\Chiat\Day Rob Schwartz, global creative director; Stephen Butler, chief creative officer; Mike Yagi, creative director; Becky Ginos, Liz Levy, art directors; Jason Locey, copywriter; Brian O’Rourke, Peter Bassett, directors of production; Lacy Plunk, producer; Kiley Story, digital producer; Baker Lambert, analyst; Lester Dizon, UX designer; Justin Kipker, lead developer; Neil Barrie, planning director; Tyler Gaul, digital planner. Production RDI Antony Crook, director; Phillip Detchmendy, Arrow Kruse, exec producer; Paul Kawasaki, producer; Adam Baxter, line producer. Editorial Vincent Oresman, editor; Michelle Choug, assistant editor; Nathan Rotmensz, post supervisor. Music Barking Owl, Kelly Bayett, executive producer/creative director; Whitney Fromholtz, producer; Houston Fry, composer. Audio Post Play Sound John Bolen, mixer; Laruen Cascio, exec producer. Post D-Spot Post James Honaker, colorist.
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
