Penny, Germany’s supermarket chain, encourages reconciliation at Christmas in a new campaign from agency Serviceplan Campaign. Centerpiece of the campaign is this two-minute film titled “Der Weg” (“The Path”) directed by Chiara Graymayr, a.k.a. Chiara, via production house Stink.
With the tagline “However long the path might seem,” the film introduces us to a mother who misses her daughter after they had a falling out. The mom overcomes psychological obstacles to reconcile with her daughter–her journey traverses a metaphorical path through snow, ice and a menacing forest to finally reach her daughter’s home. They happily reconnect, affirming that Xmas is a time to heal wounds and come together.
Credits
Client Penny supermarket chain Agency Serviceplan Campaign, Germany Christoph Everke, executive creative director; Aisha Blackwell, executive producer. Henrik Pfeiffer, sr. writer; Marie Sophie Legat, sr. art director. Production Stink Chiara Graymayr, director; Moritz Merkel, exec producer; Isabel Kast, producer; Danny Hiele, DP; Steffen Rothinger, postproduction supervisor. Music/Sound Design nhb studios, Berlin Wenke Kleine-Benne, head of audio department. Editorial Froschhammer Film Tony Froschhammer, editor. Postproduction Katalyst Berlin Creative Services. Music Audioforce Robert Henke, composer. Production Services Radioactive Film Ole Yakovleva
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
