In this short film–which is part of the Pedigree global Feed The Good campaign and video series–we are introduced to Liz Oleska who one morning saw her son off to school, not knowing it would be the last time she would see his face. The single mom’s eyesight deteriorated later that day and she almost gave up hope–until a dog named Brice entered her life, turning everything from dark to light.
Titled Dark to Light, this short–in support of Blindness Awareness Month this October–was also created in a second format that uses descriptive video services (DVS) to voice over the visuals displayed on the screen, ensuring the visually impaired can experience the film as well.
A creative team at BBDO NY conceived of the video which was directed by Nathan Caswell and Jeremiah Zagar via production house Public Record.
Credits
Client Pedigree Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Greg Ketchum, Tom Godici, executive creative directors; Banks Noel, Greg Gerstner, creative directors; Eduardo Petersen, associate creative director; Steven Schroth, sr. copywriter; Regina Iannuzzi, executive producer; Katie Schad, producer; Rani Vaz, head of music production. Production Public Record Nathan Caswell, Jeremiah Zagar, directors; Jeremy Yaches, exec producer; Jason Goldman, producer; Julian King, DP. Editorial Nomad Editorial Jai Shukla, editor; James Lee, cutting assistant. Postproduction The Mill Fergus McCall, colorist. Music/Sound stimmung Audio Post Sound Lounge Tom Jucarone, mixer.
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
