McCann New York launched a campaign for the New York Lottery which includes this music video-style spot directed by Christian Breslauer of London Alley.
The :30 features a signature song, “Sounds Grande,” as we see our featured music video protagonist get into the lotto spirit thanks to the new GRANDE Scratch-Off Games (up to $3 million in cash prizes, and a chance drawing for one of 100 VIP trips to Billboard Latin Music Week in Miami).
The new lotto games were designed by McCann Design, inspired by the colorful storefronts of New York bodegas.
Credits
Client New York Lottery Agency McCann New York Shayne Millington, chief creative officer; Pete Johnson, EVP, executive global creative director; Jacopo Biorcio, Danny Price, group creative directors; Jess Bass, Talia Rapp, creative directors; Maria Useche, Gabby Gonzaga, art directors; Isabella Leon, Kayla Andersen, copywriters; Matt van Leeuwen, EVP head of design; Emely Perez, VP design director; Chocho Han, Inkyung Hur, designers; Crissy Cicco, executive producer; Matthew Silverman, sr. producer; Laura Frank, EVP, executive strategy director; Emily Brown, SVP, group strategy director; Elise Rodriguez, associate strategy director; Kyla Jackson, strategist; Jamie Jou, director of music, BA licensing; Colleen Dahlstrom, sr. music producer; Madison Rowe, jr. music producer; Francisca del Basto, associate creative director (Casanova//McCann); Cesar Davila, copywriter (Cassanova//McCann). Production London Alley Christian Breslauer, director; Sandy Haddad, Matthew Kauth, exec producers; Victoria Pierce, bidding producer; Rob Smyth, line producer; Pierre Cailliarec, AD; Federico Tamburini, DP; Kristen Vallow, production designer. Editorial London Alley Ivan Ovalle, postproduction supervisor; Luis Caraza, editor; Chloe Scrushy, Tanner Jackson, assistant editors. Sound Sonic Union Rob McIver, sound mixer; Alex Thiel, assistant engineer; Justine Cortale, studio director; Gina Petrarca, producer. VFX Mathematic Hadi Dahrouge, exec producer; Vincent Blin, VFX supervisor; John Ashby, VFX supervisor (on-set); Minh Ly, Jeremy Dumetre, VFX producers; Albin Gueheneuc, VFX coordinator. Color Company 3 Matt Osbourne, colorist; Shannen Troup, producer. Music Jingle Punks Matt Chambless, executive creative director.
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
