Directed by Lance Acord of Park Pictures for BBDO New York, this two-minute film follows the story of a curious boy who makes an electronic beep sound, in lieu of traditional language. As the child grows up, he discovers that he can talk with machines, which makes them work better. As the copy states, “When you speak the language of industry, the conversation can change the world.”
This short represents the next phase of GE’s Industrial Internet campaign. The idea is “GE speaks the language of industry,” and the focus is on GE software—software that connects machines at an industrial scale with the potential to change the way industry works, change people’s lives, and even change the world.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, New York; Michael Aimette, executive creative director; Tim Roan, creative director/copywriter; Lance Vining, associate creative director/art director; David Rolfe, director of integrated production; Diane Hill, executive producer; George Sholley, producer; Sasha White, jr. producer; Rani Vaz, head of music production; John Melillo, executive music producer. Production Park Pictures. Lance Acord, director; Jackie Kelman Bisbee, exec producer/owner; MaryAnnMarino, exec producer; Caroline Kousidonis, exec producer/line producer. Editorial Exile Kirk Baxter, editor; Nate Gross, assistant editor; CL Weaver, exec post producer. Visual Effects a52 Sound Design Barking Owl Audio Post Lime Studios Zac Fisher, mixer. Music Beck
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
