For client Samsung, R/GA teamed with music/media company 88rising (recently linked w/ Marvel for the Shang-Chi soundtrack) to develop an experience that gives enthusiastic GenZ fans of rising Asian musicians a creative platform and a community to create a dialogue around their cultural roots. 88rising pinpointed three rising female artists–Ylona Garcia, BIBI, and Niki–who invited global fans to help them finish their music videos using only the Samsung Galaxy S21 Ultra device. These fans also can contribute their own footage via social media to showcase their roots and heritage much like the artists for inclusion in each video.
The first video, “Don’t Go Changing,” has already been rolled out, featuring Garcia and directed by Louis Browne via production company Stadium.
Creative elements will be accessible via Samsung’s Instagram channel and 88rising/artist social handles.
Credits
Client Samsung Agency R/GA Ashley D’Amour, strategy director (NY); Babo Schokker, associate creative director, design (NY); Denis Marcondes, sr. video editor (Sao Paulo); Francisco Arauz, sr. analyst (Buenos Aires); Jen Langusch, VP, executive director, data (NY); Jolien Werst, producer (Singapore); Luanda Farinha, sr. content producer (Sao Paulo); Nick Williams, executive content producer (NY); Nyomi Warren, designer (NY); Olivia Simone, associate creative director, copywriter (NY); Pete Karam, sr. sound designer (NY); Philip Tabak, director, connections (NY); Rosie Ollero, sr. content producer (NY); Sarah Phillips, executive producer (NY); Sasha Shor, group creative director (NY); Tatiana Pinheiro, content production manager; Gustavo Tadini, Maxwell Eduardo, animators (Sao Paulo). Production Company Stadium Louis Browne, director; Arlene Mueller, DP; Ryan Hawkins, exec producer; Cal Laird, editor; Adrienne Childress, producer; John Iadarola, production supervisor; Raijina Boswell, COVID compliance officer; Fabio Lo Fria, 1st AD; Jaclyn Amor, production designer; Lisa Li, stylist; Shea Hardy, makeup
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