A stained uniform might be a normal thing in children’s lives; they usually get messy from eating or playing. Yet, paired with other indicators like isolation, sadness, or mood changes, stains can indicate that a kid is facing bullying. To raise awareness about this issue, stain-remover brand Vanish Brasil launched “The Bully Monster” campaign, addressing this kind of behavior via a touching animation that links real stains to bullying issues.
Created by BETC HAVAS, produced by LOBO, and directed by Gabriel Nobrega and Pedro Conti, the short film enables viewers to see the impact bullying has on a child while also pointing out the importance of communication between parents and kids. Launched at the Maquinaria Festival and just in time to mark the back-to-school season, the film will continue to be showcased in theaters, streaming, and in schools to reach more families and thus encourage them to discuss the topic.
Exploring the consequences of bullying through animation makes the subject more approachable for discussion. “Animation has a playful aspect that allows you to expose complex subjects in a light way. It was the perfect technique for telling this story, which deals with a relevant and serious theme, but it needed to be told in a subtle way,” commented Gabriel Nóbrega.
Entirely shot in 3D, the hero film walks viewers right into the story, allowing them to look beyond real stains on clothes. Visually narrated via the experiences of a boy who is intimidated by colleagues at school, the video underlines how, in the absence of communication, bullying builds up over time, leaving invisible, emotional scars.
“Bullying doesn’t warn when it arrives. It happens little by little and leaves marks for life. It can happen in any family’s home, unnoticed at first. But there are signs, and it’s possible to identify them,” explained Sophie Schonburg, Vice-president of creative at BETC HAVAS. “According to studies, stains on uniforms, combined with other signs like backpacks, notebooks, and pencil cases that are worn out, a decline in grades, and isolation, can be indicators that your child is experiencing bullying. The child or teen tends to isolate themselves and may not want to talk about it. It’s the adults who should bring up the subject. Dialogue is the best way to fight bullying. (“Tell me more” = “I love you”).”
CREDITS
Brand: Vanish
Agency: BETC HAVAS
Production Company: LOBO
Directors: Gabriel Nobrega, Pedro Conti
