When a toy shop owner needs help, the care he receives translates into healing a village and bringing it back to life, underscoring that holiday time can be magic.
Directed by Fredrik Bond of MJZ for agency Alto, this film for hospital/medical center Montefiore Einstein–with music from Oscar nominee (Minari) Emile Mosseri–proves that “Caring Makes Magic.”
Client Montefiore Einstein Loreen Babcock, VP, chief marketing officer. Agency Alto New York Hannes Ciatti, chief creative officer, founder; Matt Bonin, head of entertainment + production, partner; Ed Rogers, managing director, partner; Tara Fray, head of strategy, partner; Dan Kroeger, Pierre Janneau, creative directors; Bryan Stokely, writer; Chen Liang, Filipe Nogueira, art directors; Kim Cross, executive producer, film; Julia Menassa Paney, director of art production; Marvin Cassell, integrated production associate. Production Company MJZ Fredrik Bond, director; Ben Scandrett-Smith, exec producer; Alicia Richards, line producer; Daisy Mostyn, production manager; Arnaud Potier, DP; Dan Betteridge, production designer. Editorial Work Rich Orrick, editor; Chris Wronka, assistant editor; Erica Thompson, exec producer; Malia Rose, editorial producer. Post/VFX KEVIN Tim Davies, founder/creative director; Andrew Cowderoy, post producer. Color Grade Company 3 Sofie Friis Borup, colorist; Shannen Troup, color producer. Music Walker Music Emile Mosseri, composer. Sound Design & Mix Barking Owl Gus Koven, sound designer/ Ashley Benton, exec producer; Matt Keith, mix 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
