For 35 years, the number 686868 has helped connect millions of youth in Canada to Kids Help Phone as their text line, reaching out for mental health support at any time. Now, the 686868 Circuit is bringing these numbers to the world of sport by transforming them into a modular exercise circuit. But it’s more than just a workout. The everyday practice of counting reps has been turned into a reminder for young athletes to let their feelings out.
Launching the campaign from McCann Canada is this hero film directed by Mark Zibert of production house Scouts Honour featuring Kids Help Phone’s athlete ambassadors, Andre De Grasse, William Nylander, Marissa Papaconstantinou, Kelly Olynyk, Penny Oleksiak and Kia Nurse, alongside real youth to show the less glorious side of sport: the side filled with doubt, comparisons and criticism. The film features the original Queen track and sporting anthem, “We Are the Champions” to underscore the message that “Even champions need champions.”
Among the Canadian athletes featured are many who will be competing in the upcoming Olympics.
The overall campaign includes downloadable 686868 Circuits created in partnership with athletes, social videos of them discussing their own mental health and completing their unique 686868 Circuits to inspire more people to join the movement.
Credits
Client Kids Help Phone Agency McCann Canada Ian Mackenzie, Josh Stein, chief creative officers; Athina Lalljee, Fernando Salvador, creative directors; Megan Burrow, copywriter; Genevieve Mallette, French copywriter; Olivia Hashka, sr. art director; Mitch Houlahan, designer; Ana-Maria Triana, sr. digital designer; AJ Jones, chief strategy officer; Josh Hansen, VP, strategy; Alexandra Montgomery, sr. strategist; Stef Fabich, SVP, director of production; Aloha Soimaud, Montreal producer; Jana Tuck, sr. producer. Production Company Scouts Honour Mark Zibert, director/DP; Eric Kaskens, DP; Simon Dragland, Rita Popielak, exec producers; Stephen Hosier, 2nd unit DP; Thomas Dagg, photographer; Tricia Zaremba, creative research; David Dennis, production designer; Kate Day, stylist. Casting Jigsaw Casting Editorial Nimiophere Steve Puhach, editor; Laura Corredor, assistant editor; Hannah Stone, producer; Julie Axell, exec producer. VFX/Online Tantrum Studio Davide Di Santo, Dan Ciancone, Piers Larchet, compositors; Dominik Bochenski, VFX creative director; Victoria Holt, VFX exec producer. Audio Grayson Music Lowell Sostomi, audio director; Eric Hulme, audio engineer; Warren Bray, music supervisor; Kelly McCluskey, audio exec producer; Ben Swarbrick, Eric Hulme, sound designers. French Audio Audio Z Vanessa Sansfacon, French 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
