Everyone appreciates the beauty of getting a good night’s sleep, and just how essential a comfortable bed and bedroom set are to making that a reality. Ogilvy New York’s new IKEA campaign, “The Morningmorphosis” directed by O Positive’s Jess Coulter, depicts people everyone can relate to enjoying the newfound benefits of becoming a morning person.
In this spot driven by humor and IKEA’s aesthetic, we meet one of those morning people, Sarah.
Client IKEA Agency Ogilvy New York Vicki Azarian, executive creative director; Della Mathew, group creative director; Monica Apodaca, ACD, art director; Andrew Chisholm, ACD, copywriter; Grace Donahue, art director; Thatcher Jensen, copywriter; Jenna Gartland, executive producer; Josh Kornrich, producer. Production O Positive Jess Coulter, director; Ralph Laucella, Marc Grill, EPs; Jason Reda, line producer; Maryse Alberti, DP. Editorial MackCut Erik Laroi, editor. Color The Mill Mikey Rossiter, colorist; Audio Post Sonic Union Mike Marinelli, mixer/engineer Music Human Worldwide
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
