Arla Foods is launching Lurpak Softest, a new soft blend butter that’s spreadable straight from the fridge, with a multi-channel advertising campaign created by Wieden+Kennedy London.
Centerpiece of the campaign is this stylish spot directed by Kim Gehrig of production house Somesuch, with visual effects by Time Based Arts. The action plays like a continuous smooth spread, demonstrating that food can be mastered even in a rushed moment.
Carlos Alija and Laura Sampedro, creative Directors at W+K London, explained that making viewers experience the flow of a perfectly smooth and continuous butter spread could be both satisfying and epic.
Credits
Client Arla Foods/Lurpak Agency Wieden+Kennedy London Carlos Alija, Laura Sampedro, creative directors; Juan Sevilla, Mico Toledo, creatives; Iain Tait, Tony Davidson, executive creative directors; James Laughton, TV producer. Production Somesuch, London Kim Gehrig, director; Seth Wilson, exec producer; Jacob Swan Hyam, producer; Rebecca Sykes, line producer; Daniel Landin, DP; Jez Oakley, 1st AD; Katie Giovanni, food creative. Editorial Trim, London Tom Lindsay, editor. VFX Time Based Arts Chris Aliano, producer; Simone Grattarola, colorist; Francolis Rolisin, VFX supervisor; Stephen Grasso, lead Flame artist; Adam Paterson, Flame artist; Linda Cieniawska, Nuke artist; Federico Vanone, Federico Guzzardo, 3D artists. Music Twenty Below Emily Pritchard, producer; Matt Tamsedge, composer. Sound Design 750mph Sam Ashwell, sound designer; Mary-Ann D’Cruz, 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
