"Believe in Music," the 59th GRAMMYs campaign from The Recording Academy and TBWAChiatDay Los Angeles, celebrates the positive power of music, and its ability to give us strength. We connect with certain artists, and their music speaks to our hearts. Their words can inspire, shift opinions, promote change and drive culture.
Taylor Swift’s 58th GRAMMY Record of The Year acceptance speech was a defining moment that transcended music, cementing her role as strong role model for girls everywhere. Her powerful words were an anthem that resonated widely, and connected deeply. In particular, her passionate message of empowerment inspired young women to reach for their dreams, and to not let anyone, or anything, get in their way. It gave young women everywhere something to believe in, and reminded us that music is sometimes bigger than just music.
This gripping, :60 features girls from all walks of life who have internalized Swift’s speech, recite it as a mantra of their own: an aspiring musician, a young athlete, a determined dancer. All of them take Swift’s words to heart–believing in music and in themselves.
Rachel McDonald directed “It Was You” via production house Tool of North America.
Client The Recording Academy/The 59th Grammys Agency TBWAChiatDay Los Angeles Stephen Butler, creative chairman; Linda Knight, executive creative director; Jason Karley, creative director; Stephanie Johnson, art director; Paula Henzel, copywriter; Brian O’Rourke, director of production; Anh-Thu Le, executive producer; Kaitlin Moore, sr producer; Neil Barrie, chief strategic officer; Rohit Thawani, director of digital strategy; Renee Vafa, social strategist; Justin Karch, data strategist. Production Tool of North America Rachel McDonald, director; Tucker Korte, DP; Oliver Fuselier, managing parter; Nancy Hacohen, exec producer. Editorial NO6 Lauren Brown, editor; Josh Hayes, assistant editor; Carr Schilling, exec producer; Michelle Dorsch, producer. VFX NO7 Verdi Sevenhuysen, lead Flame artist. Color Framestore Beau Leon, colorist; Andrew McLintock, sr. producer. Music/Sound Design/Mix Barking Owl Kelly Bayett, creative director; Houston Fry, composer; Patrick Navarre, sound design & mix; KC Dossett, producer.
Vanish, BETC Havas and LOBO Reveal The Invisible Stains Of Bullying
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