Coogan’s, a local Washington Heights spot in NYC, was a pillar in the community for years. Now, Peter Walsh (the owner) is working with Facebook to share his story, leave a legacy, and help support other businesses in Washington Heights so they don’t close up for good.
Facebook’s Support Small Business campaign from Droga5 New York includes varied elements, including a Small Business Hub created to empower users to find, connect, and shop at local shops and restaurants that need their support the most. These destinations are an incredible resource for folks looking for ways to support small businesses, and stay connected with their local shops.
The campaign shows people that, when we buy small, we buy into what makes our communities, communities. We’re buying into a person. Into family owned and operated for generations. Into a farming community. Into the dreams of an immigrant family starting anew. The aim of this platform is to show Facebook’s commitment to small businesses and motivate people to join in by connecting them to Facebook resources, telling real stories of small businesses and giving them the social and IRL tools to share their commitment.
Film, OOH and audio highlight multiple small businesses around America that are too beloved to let go. Businesses like Coogan’s in NY, Som’s Records in Washington, D.C. and Dulan’s Soul Food Kitchen in Inglewood, Calif.
The campaign’s hero film, Survive, centers around recently closed Coogan’s, a place that was legendary to the people of Washington Heights. Survive was directed by Miles Jay of production house SMUGGLER
Credits
Client Facebook, Inc. Agency Droga5 New York David Droga, creative chairman; Neil Heymann, global chief creative officer; Felix Richter, Tim Gordon, co-chief creative officers; Thom Glover, Kia Heinnen, Dustin Tomes, Jono Paull, creative directors; George McQueen, Tom McQueen, associate creative directors; Christopher Brailey, Curtis McDonald, Jenny Yoon, copywriters; Maria Kouninski, art director; Jacqueline Salome, jr. copywriter; Vanessa Bittante, jr. art director; Jason Severs, chief design officer; Maria Wan, design director; Eli Hochberg, sr. designer; Adrian Koenigsberg, designer. Jesse Brihn, director of film production; Mike Hasinoff, executive producer, film; Lisa Delonay, Joe Street, sr. producers, film; Robert Matuluko, associate producer, film; Mike Ladman, sr. music supervisor; Jonny Bauer, chief strategy officer; Harry Roman-Torres, head of strategy; Diana Gonzalez, strategy director; Emily Pfitzinger, sr. strategist. Production SMUGGLER Miles Jay, director; Bradford Young, Kelly Jeffrey, DPs; Patrick Milling smith, partner/exec producer; Allison Kunzman, exec producer; Erin Wile, producer; Akin McKenzie, production designer; Doug Torres, assistant director. Editorial Work Editorial Ben Jordan, editor; Theo Mercado, secondary editor; Julian Laing, Trevor Myers, assistant editors; Erica Thompson, exec producer; Alejandra Alarcon, head of production. Telecine Harbor Picture Company Joe Gawler, colorist; Kevin Vale, sr. director, Picture Post; Jody Peters, sr. producer. Postproduction Blacksmith Iwan Zwarts, lead compositor; Charlotte Arnold, exec producer; Ashley Goodwin, Tina Chen, VFX producers; Jacob Slutsky, Yebin Ahn, compositors. Music “I Will Survive” Freddie Perren, Dino Fekaris, writers; Lykke Li, arrangement & performance; Scott Chesak, engineer. Music Walker Abbey Hendrix, exec producer; Dottie Scharr, sr. producer; Christopher Keyes, engineer. Sound Design & Mix Wave Studios Ed Downham, Aaron Reynolds, sound designers/mixers; Vicky Ferraro, exec producer; Eleni Giannopoulos, Ornela Peka, producers; Isaac Matus, assistant engineer.
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
