| Title | DON'T LABEL |
| Brand | FAIR WELCOME |
| Product/Service | FAIR WELCOME |
| Category |
A14. Public Sector & Awareness Messages |
|
Entrant
|
MINDSHARE Copenhagen, DENMARK
|
|
Idea Creation
|
MINDSHARE Copenhagen, DENMARK
|
|
Media Placement
|
MINDSHARE Copenhagen, DENMARK
|
|
PR
|
MINDSHARE Copenhagen, DENMARK
|
|
Production
|
SHOOT HAPPENS Copenhagen, DENMARK
|
Credits
| Kenneth Kaadtmann |
Mindshare |
Creative Director |
| Kenneth Kaadtmann |
Mindshare |
Creative Director |
| Sune Svanborg |
Shoot Happens |
Director |
| Sune Svanborg |
Shoot Happens |
Director |
| Christian Juliussen |
Shoot Happens |
Producer |
| Snorre Ruhe |
Shoot Happens |
DOP |
| Kenneth Kaadtmann |
Mindshare |
Creative Director |
Brief Explanation
We see a senior citizen as he drives around at night. We here his thoughts which are all extremely discriminating and labelling.
Halfway through, the filme is rewinded and we start over.
This time his thoughts has changed. A single word in each line has been changed to an unbiased word and therefor changes the whole perception of his thoughts.
We close with the line:
A single word can change perception
Change it to an unprejudiced one