This campaign from Serviceplan Hamburg for the U.S. anti-gun violence organization Newtown Action Alliance features this film titled "#NotComingHome," Directed by Martin Krejci and produced by Iconoclast and Ruffian, the story at first takes the form and feel of popular homecoming videos, where U.S soldiers are shown at the very moment they come back home to their families from overseas war zones. "#NotComingHome," though, comes with a surprising and tragic twist, which highlights the devastating impact gun crime in the USA has on the lives of ordinary families.
The campaign underscores the stark reality that since 1968, more Americans have died from gun violence in their home country than in all U.S. wars combined. Furthermore, more than 100 people are killed, and more than 200 Americans are injured by gun violence daily in the U.S. These shocking statistics demonstrates the daily threat to the lives of Americans. It turns public places in the USA such as schools, shopping malls, movie theaters, concerts, houses of worship and grocery stores into war zones themselves.
Credits
Client Newtown Action Alliance Agency Serviceplan Group, Hamburg Max Schongen, global creative strategist; Son Becker, creative director, art; Eduard Horner, creative director, text; Tudor Cucu, sr. art director; Martin Gillen, sr. copywriter; Dennis Fritz, sr. motion designer. Entertainment Consultancy Spark Matthias Bauss, managing partner & co-founder; Patrizia Caruselli, managing director & co-founder; Kathrin Heinemann, managing director. Production Companies Iconoclast, Ruffian Martin Krejci, director; Nils Schwemer, Robert Herman, Julian Holland, exec producers; Sheila Eisenstein, head of production; Vincent Terrazino, line producer. Casting Alyson Horn Casting Online Production Katalyst Editorial Filip Malasek, editor. Color MPC Jean Clement, colorist. Audio Vladimir Chorvatovic, sound mix. Music California Music Malte Hagemeister, composer
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
