This “For All It’s Worth” :90 created by TBWAChiatDay LA for Principal Financial bucks the ad norm in the financial services category which typically focuses on achievement/numbers and the end goal. Instead this campaign differentiates wealth from worth–the worth of family, the emotional benefit that financial savvy can bring whether you already have wealth or are just starting out.
Directed by Diego Contreras of RESET Content, the spot also brings a much needed shot of optimism to the marketplace, underscoring a brand promise to help people/businesses feel and become more financially confident.
Credits
Client Principal Financial Agency TBWAChiatDay LA Jason Karley, group creative director; Ryan Buckley, sr. art director; Mark Winters, sr. copywriter; Liz Cartwright, creative director; Garrison Askew, sr. producer; Jessie Glenn, production coordinator; John Hickman, group strategy director; Jesse Unger, strategy director; Patrick Cooper, sr. strategist. Production RESET Content Diego Contreras, director; Deannie O’Neil, exec producer; Darrin Ball, line producer. Editorial Cabin Editorial Isaac Chen, editor; Brian Meagher, Matt Simmons, assistant editors; Mary Stasilli, producer. Color a52 Daniel de Vue, sr. colorist; Jenny Bright, producer. Post/VFX Shape+Light Cara Lehr, exec producer; Rob Trent, creative director; Bethan Thomas, Crystal Rossman, producers; Miles Kinghorn, lead Flame artist; Mandy Sorenson, Paul Heagney, support Flame. Post/Animation Alex Hicks, motion graphics designer. Music KOM Philip Kay, composer; Andy Oskwarek, producer. Audio Post Lime Studios Joel Waters, mixer; Susie Boyajan, exec producer; Collin Thomas, assistant mixer.
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
