Ad agency Signal Theory collaborated with creative studio SixTwentySix and director/editor Evan Bourque on a campaign for the American Pecan Promotion Board. Together, they crafted three spots designed to reach target audiences across generations. Each spot features a touch of humor to engage viewers, from a dad’s bond with nature in “Squirrel Bro” to a Gen-Z teaching moment in “Proper Granny” and a shopper’s fantastical dream in “The Other Half.”
In this “Squirrel Bro” spot, a father is enjoying his pecans while wondering why a squirrel he observes is hiding the treats. We then see a parallel between squirrel and dad when his daughter comes home, prompting him to put his pecans out of plain view.
Credits
Client American Pecan Promotion Board Agency Signal Theory Joe Wilper, creative director; Nick Kinney, associate creative director; Brent Davidson, group creative director; John January, co-CEO; Lauren Langfitt, executive producer. Creative Studio SixTwentySix Evan Bourque, director/editor; Austin Barbera, partner/exec producer; Jake Krask, partner/managing director; Jonny Edwards, head of production/exec producer; Cole Sanchez, line producer. Joaquin Villalobos, post producer. Audio Evolution Audio John Blank, audio engineer.
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
