EXTRA® Gum introduced the next chapter in the “Give EXTRA, get extra” story with the debut of Max & Bill to support the launch of the brand new EXTRA® Refreshers gum.
The new film tells the heartwarming story of an friendship between two strangers over checkers, and how small, unexpected gestures–like sharing gum–can help form a lasting relationship regardless of age, race or gender.
Pete Riski of Rattling Stick directed “Max & Bill” for agency Energy BBDO.
Credits
Client EXTRA Refreshers Agency Energy BBDO Chicago Andrés Ordóñez, chief creative officer; Pedro Perez, Josh Gross, executive creative directors; Manual Torres, Alejandro Juli, creative directors; Elaine Kalvelage, art director; Cassidy Buzin, copywriter; John Pratt, head of integrated production; Maddie Gorman, producer; Daniel Kuypers, executive director of music; Jeremy Hawking, program director; Allison Arling-Giorgi, strategy director. Production Rattling Stick Pete Riski, director; Joe Biggins, Jeff Shupe, exec producers; Tessa Mitchell, line producer; Richard McIntosh, head of production. Editorial The Assembly Rooms Eve Ashwell, editor; Kevin Corry, assistant editor; Daniel Breheny, producer. Animation/Motion Graphics Cream Electric Art Australia Bruce Bigelow, creative director; Diane Williams, producer. Color/Finish The Mill Oisin O’Driscoll, colorist; Matthew Engel, post producer; Heidi Anderson, Alison Bloom, finish artists. Audio Another Country John Binder, sound engineer; Logan Vines, Josh Hunnicutt, audio assistants; Louise Rider, Tim Konn, producers. Music Jacob Banks, vocal/song, “Every Age”
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