With a sense of self-deprecating humor and tongue firmly in cheek, john st. created this video which touts its advertising/marketing acumen in the fast paced social media world. In one sequence, we’re told that social media is so instantaneous that there’s no time to think, making john st. the ideal agency because it acts without thinking.
The agency’s philosophical mantra comes under the self-coined banner of “reactivism.” This enables john st. to create compelling content for its clients in seconds–quite a departure from the agencies that take hours to respond to the latest trending hashtag.
Matthew Bissonnette directed this agency self-promotional piece titled “Reactvertising,” which was produced by Holiday Films/Nimble Content for agency and client john st.
Credits
Client john st., Toronto Agency john st. Stephen Jurisic, Angus Tucker, creative directors; Jacob Greer, copywriter; Denver Eastman, art director; Mike Hasinoff, executive producer. Production Holiday Films/Nimble Content Matthew Bissonnette, director; Josefina Nadurata, executive producer; Andrew Lynch, exec producer/line producer; Catherine Lutes, DP. Editorial Relish Chris Murphy, editor; Sally Leggett, exec producer; Michael Barker, assistant editor. VFX/Post Topix Matt Dochstader, VFX compositor; Chris Johnson, Pearce Perkins, 3D/2D animation; Eurene Marchio, VFX exec producer. Post Alter Ego Wade Odlum, Eric Whipp, colorists. Audio Vapor Music Joey Serlin, audio creative director; Lindsey Bates, audio exec 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
