The second phase of Airbnb’s global “Live There” campaign from TBWAChiatDay continues with the release of three spots, including this one which encourages travelers not to visit Paris but to live there–staying in a neighborhood and meeting people, experiencing the local attractions and getting a feel for the community via Airbnb. In this case, the experiential virtues of “living” in Paris are extolled as we see a visiting family get a real taste of the City of Lights. The campaign mantra is simply, “Wherever you go, don’t go there–Live there.”
Anna Sandilands and Ewan McNicol of RSA directed all three new spots in the campaign.
Credits
Client Airbnb Agency TBWAChiatDay Stephen Butler, Brent Anderson, Kevin Butler, John Figone, Michael Flannery, Chris Mizutani, Rafael Goncalves, Sarah Johnston, Logan O’Brien, creatives; Tanya LeSieur, Brian O’Rourke, Darryl Hagans, Joseph Haldeman, Dena Moore, Kat Urban, Karen Youngs, Karishma Singh, production. Production RSA Anna Sandilands + Ewan McNicol, directors; Jules Daly, president; Marjie Abrahams, exec producer; Elicia Laport, head of production; Jan Wieringa, Julie Sawyer, line producers; Stephen Strosin, production supervisor; Jim Jolliffe, DP; Thom Murray, global stylist. Editorial Rock Paper Scissors Damion Clayton & Marjorie Sacks, editors; Shada Shariatzadeh, post producer; Mike Spagnoli, assistant editor
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
