When the work-life balance skews too far to the former, it’s time to open a Heineken. Actually opening a Heineken is more of a proactive move in this long-form spot, “The Closer,” the title of which is also the name for an outlandish high-tech bottle opener that immediately shuts down all work applications when a bottle of Heineken is opened with it.
It’s said that when a door closes, a window opens. In this case, when a Heineken opens, your work connection closes.
Francois Rousselet of production company Division directed “The Closer” for Publicis Italy/Le Pub Amsterdam.
Credits
Client Heineken Agency Publicis Italy/Le Pub Bruno Bertelli, global CEO, Le Pub, global chief creative officer Publicis Worldwide and Publicis Groupe Italy; Cristiana Boccassini, CEO Publicis Italy, global chief creative officer, Publicis Italy & Le Pub Amsterdam; Mihnea Gheorghiu, global chief creative officer Publicis Italy & Le Pub Amsterdam; Andrey Tyukavkin, global executive creative director, Publicis Italy; Milos Obradovic, global executive creative director, Le Pub Amsterdam; Eoin Sherry, global creative director, Publicis Italy; Luca Boncompagni, creative director, Publicis Italy; Christopher Penman, sr. copywriter, Le Pub Amsterdam; Charles Laporte Aust, chief strategy & innovation officer, Le Pub Amsterdam; Bela Ziemann, global chief strategy officer, Publicis Italy & Le Pub Amsterdam; Monica Radulescu, strategy director, Publicis Italy; Ilko Petkov, global data strategist, Le Pub Amsterdam; Francesca Zazzera, chief creation officer, Publicis Italy; Anna Sica, head of video production, Publicis Italy; Barbara Brown, TV producer, Publicis Italy. Production Company Division Francois Rousselet, director; Paul Guilhaume, DP; Jules de Chateleux, exec producer; Aurelie Bruneau, producer. Postproduction/VFX The Mill Paris Claire Garraud, producer; Stephane Pivron, post producer & VFX supervisor; Adriana Legay, editor. Music Justin Hurwitz
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
