Conceived by Droga5 London, this global campaign for Amazon Books is designed to enchant the world with books and the unique relationship we have with them, especially as people devote more and more time to streaming and scrolling. Across different countries and generations, reading is something that has always facilitated understanding and connection. It’s a shared habit that many–if not most–wish to cultivate.
Directed by Tom Noakes via PRETTYBIRD UK, this anthem campaign video, “That Reading Feeling Awaits,” depicts what readers experience when they are engrossed in a book. Jumping through five different scenes, the film brings to life distinct book genres through a plethora of mix-media styles. Stitched together, the film glides through a cross-section of people, places and feelings with the help of such shops as Black Kite Studios, Virtual Films, Jimmy Grimes Puppetry, Future Power Station and Studio AKA.
Credits
Client Amazon Books Agency Droga5 London Shelley Smoler, chief creative officer; Matt Hubbard, creative director; Chris Russell, Ahmed Ellabib, creatives; Chris Chapman, head of design; Sophie Paton, Caroline Angell, Rob Steiner, producers; Olly West, assistant producer; Pete Heskett, strategy director; Clemency Beale-Collins, communications strategy director; Sara Barqawi, strategist. Production PRETTYBIRD UK Tom Noakes, director; Juliette Larthe, exec producer; Fiona Bamford-Phillips, head of production; Ted Thornton, exec producer; Cindy Burnay, producer; Tom Manaton, treatment creative direction; Benji Landman, stop motion/puppetry production; Lottie Lindsay-Beaven, stop motion/puppetry production assistant. Virtual Films Scott Horan, managing director/exec producer; Joan Garcia, sr. producer; Dani Ojeda, producer; Dani Gonzalez, production manager; Olga Airas, production coordinator; Maria Puig, production designer. Black Kite Studios Thomas Mangham, color; Hannah Ruddleston, VFX producer; Guillaume Weiss, VFX supervisor 2D; Fin Crowther, VFX supervisor 3D; Jonny Freeman, James Adamson, George Brunt, Andrew Curtis, Jack Stone, Venu Prasath, 2D VFX team; Andrew Bartholomew, Pawel Luszczak, Marcel Ruegenberg, James Hansell, Tsvetelin Krastev, 3D VFX team; Tito Fernandes, Jonny Freeman, VFX on-set supervisor. Future Power Station Yibi Hu, animation director; Daryl Graham, lead animator; Janet Smith, animation producer; Adam Relf, character design; Krystian Piotr Garstkowiak, Alejandra Anguita, Daisy Evans, Husain Untoro, Hannah Privett, 2D animation/clean up/FX; Oian Tian, designer; Kevin O’Seha, previs. Jimmy Grimes Puppetry Jimmy Grimes, Andy Bruskill, puppeteers; Laura Carrion Del Pozo, 1st assistant director; Chris Clarke, DP; Nick Roberts, SFX/prop standby; Jonny Freeman, VFX supervisor. Isabel Garrett/StopMo Isabel Garrett, animation director; Daniel Morgan, DP; Nelly Michenaud, character design; Sculpt Double, puppets; Oliver Arnell Argles, set build; Anita Bruvere, Rachael Olga Lloyd, Daisy Colingridge, Lisa Ott, art dept. David McShane, Anita Bruvere, animators; Robin Jackson, rigger. Studio AKA Marcus Armitage, director; Nikki Kefford-White producer; Nic Gill, editor; Marcus Armitage, animation & artworking; Darcy Woodbridge, animation. Music & Sound String & Tins Joe Wilkinson, Culum Simpson, Lawerence Kendrick, sound design & mix; Ioana Selaru, music composition; Olivia Endersby, audio producer.
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
