Created by consumer robotics pioneers Anki®, Vector, the Good Robot isn’t just technologically advanced; he represents a friendly, peaceful future where robots and mankind live in peace—not intent on destroying each other. Or at least that’s the message behind a new campaign from Wieden+Kennedy, which compares Vector to the other, much more menacing robots that absolutely don’t want to be our friend.
The campaign launched with this film titled “The Decision”–directed by Nick Gordon of Somesuch–in which a man, who represents the choice humanity as a whole must make, has to decide which robot he wants to bring home. There’s Vector, the charming, super-advanced home robot who just wants to be your friend and help out around the house. And then there are the other robots… In the end, the decision is rather easy.
As part of the Good Robot campaign, Anki is also asking other robot makers to join them in shaping this more positive human/robot future. Mobile billboards will spend the next few weeks driving around the headquarters of many robotics and artificial intelligence companies, as well as several of the nation’s leading robotics universities, reminding them that we have the power and responsibility to steer this industry towards a future where robots can peacefully co-habitate with their human friends.
Credits
Client Anki Agency Wieden+Kennedy Portland, Ore. Jason Bagley, Eric Baldwin, executive creative directors; Stewart Brown, Brandon Davis, Dan Viens, creative directors; Jonathan Marshall, copywriter; Helen Rhodes, art director; Mike Davidson, Matt Hunnicutt, director of production; Chris Capretto, Bob Guerrero, producers. Production Somesuch Nick Gordon, director; Nicky Barnes, exec producer; Saul Germaine, line producer; Christopher Blauvelt, DP. Editorial Joint Editorial Steve Sprinkel, Eric Hill, editors; Kristy Faris, assistant editor; Jen Milano, Chris Gerard, post producer; Leslie Carthy, post exec producer. VFX The Mill Jason Bergman, John Shirley, VFX lead; Erin Hicke, VFX producer; Anastasia von Rahl, Enca Kaul, VFX exec producers. Music Soundtree Mitchell Tagner, composer; Luis Almau, head of music production; Jay James, managing director. Sound Design Soundtree Henning Knoepfel, sound designer. Audio Post Lime Mark Meyuhas, mixer; Susie Boyajan, 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
