Even in today’s challenging time, happiness is possible. You just need to look for the little things. This spot conceived by Publicis Italy and directed by Gabriele Mainetti via BRW Filmland for the Barilla company baked products brand Mulino Bianco delves into just that as a boy tries to find that special little thing that makes him happy. He observes what turns the trick for others–a girl classmate who twirls her hair, a man who rides his bicycle with his feet off the pedals, for example. The lad tries those things but they just don’t work for him.
Finally by accident he finds his simple pleasure one rainy day. Little everyday pleasures in life–often taken for granted–can lift our spirits even when living in times marked by uncertainty and fear. This boy’s pursuit of what makes him happy will be followed by a series of commercials in which other characters seek their own forms of joy ranging from sliding on handrails to eating a Crostatina crust side first.
These are all little moments of happiness, intimate and personal, and different one from the other. In them, we can all identify ourselves and find reminders of how happiness isn’t such a remote and unreachable aspiration.
Credits
Client Mulino Bianco Agency Publicis Italy Cristiana Boccassini, chief creative officer; Michele Picci, executive creative director/copywriter; Hugo Gallardo, executive creative director/art director; Diego Tardani, associate creative director/copywriter; Luca Boncompagni, associate creative director/art director; Bela Ziemann, head of strategy; Guglielmo Pezzino, strategic planner; Francesca Zazzera, head of TV production; Tania Dal Pra, TV producer; Ilaria Cormio, associate creative director/art director (commercial); Beatrice Mari, creative supervisor/copywriter (commercial); Livio Gerosa, associate creative director/art director (TVC product campaign); Sebastien Rouviere, sr. copywriter (TVC product campaign) Production BRW Filmland Gabrielle Mainetti, director; Nicolaj Bruel, DP; Marco Bussinelo, chairman; Luca Orlando, exec producer; Liza Fisher Foresi, Simona Ferraro, Michela Fiaschi, producers; Allegra Bussinello, social media manager; Francesco Narducci, production manager; Simona Furoni, production coordinator; Alberto Mangiante, 1st AD; Alex Brambilla, camera operator & Steadicam; Luca Merlini, set designer; Gemma Mascagni, stylist; Dalia Colli, makeup. VFX/Postproduction MPC Andrew Curtis, VFX supervisor/2D supervisor; Dafydd Upsdell, exec producer; Amie Kingsnorth, VFX producer; Jean-Clement Soret, colorist; Marjolein Verheij, David Filipe, Amy Smith, Nuke assist; Charles Downman, DMP; Jessie Amadio, 3D supervisor. Editorial Fabrizio Squeo, Stuart Greenwald, editors; Francesco Di Stefano, editor (director’s cut). Music “My Favorite Things” Oscar Hammerstein II, Richard Rodgers, composers; Iagem CV, Rodgers and Hammerstein Holdings, main publishers; Cafe Concerto Italia S.R.L., Italian sub-publisher. Music Production Sizzer Michael Bertoldini, music supervision; Reimer Eising, arranger/producer; Luna Morgenstern, singer; Daan Temmink, arranger/producer. Sound Design inhousepost Audio Mix screenplay Voice Casting Stefano Alessandroni @ General Jingle
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
