As the world continues to battle COVID-19 and communities strive to get back to business, it is more important than ever to raise confidence in the safety of buildings and shared spaces. Lady Gaga, Jennifer Lopez, Michael B. Jordan, Robert De Niro, Venus Williams, Deepak Chopra and 17th Surgeon General Richard Carmona, among others, thus came together in a new integrated ad campaign to raise awareness about the importance of the WELL Health-Safety Rating, an evidence-based third-party designation to verify that a building or space has taken the necessary steps to prioritize the health and safety of their staff, visitors and other stakeholders. In this spot directed by Spike Lee, the celeb ambassadors encourage people to look for buildings and spaces with the WELL Health-Safety seal on their windows or doors to feel more confident in their decision to go inside.
This national advertising campaign, a first from the International WELL Building Institute (IWBI), a global authority on how we can use our buildings and communities to advance the health and well-being of the people inside, explains the importance of health and safety through building design and operations as well as organizational policy.
The campaign was developed by ad agency SWAT by Kirshenbaum, with the spot produced by Pony Show Entertainment.
Credits
Client International WELL Building Institute (IWBI) Tony Antolino, chief marketing officer, Delos (parent company of IWBI) Agency SWAT by Kirshenbaum Richard Kirshenbaum, CEO; Joseph Mazzaferro, partner, executive creative director; Woody Wright, Melissa Witkin, partners; Adam Pasulka, associate creative director; Jonah Kaner, head of digital; Winnie Ledu, Spencer Gabor, art directors; Tegan Mahford, executive producer. Production Company Pony Show Entertainment Spike Lee, director; Susan Kirson, Jeffrey Frankel, partners; Gareth Wood, head of production; Fern Martin, producer; Isiah Donte Lee, DP; Phillip Williams, production designer. Talent Partner CAA Brand Consulting Liz Gray, co-head. CAA Sports Dave Robertson. Editorial Lost Planet Mike Sobo, editor; Steven San Miguel, sr. cutting assistant; Casey Sincic, producer; Krystn Wagenberg, exec producer. Finishing Black Hole Post Tim Farrell, Joanne Ungar, Flame artists; Reginald W. Butler, Andre Sam, sr. designers/animators; Felix Cabrera, post producer; Isabel Gomez, associate 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
