| Title | DON'T LABEL |
| Brand | FAIR WELCOME |
| Product/Service | DONTLABEL.ORG |
| Category |
A01. Direction |
|
Entrant
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SHOOT HAPPENS Copenhagen, DENMARK
|
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Idea Creation
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SHOOT HAPPENS Copenhagen, DENMARK
|
|
Idea Creation 2
|
MINDSHARE Copenhagen, DENMARK
|
|
Media Placement
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MINDSHARE Copenhagen, DENMARK
|
|
Production
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SHOOT HAPPENS Copenhagen, DENMARK
|
Credits
| Sune Svanborg Sørensen |
Shoot Happens |
Founder & Director |
| Christian Juliussen |
Shoot Happens |
Partner & Exec. Producer |
| Kenneth Kaadtmann |
Mindshare Denmark |
Creative Director |
Brief Explanation
Faggots. Apes. Muslims. Immigrants.
Words change our perception and that is what this film is about.
We open on an elderly man driving home through his city on the streets he's know since he was a small boy. Things have changed now and he contemplates just how much. At first, he seems extremely prejudice and angry at everyone - using labels such as the ones above. However, as the story rewinds we hear exactly the same thoughts again. Only one thing has changed. The labels are replaced with neutral humane words (like 'boys' and 'family'), which entirely changes our perception of him and of how he sees the surroundings. Thus, underlining the message of the campaign: Don't label.
Execution
The achievement of the director is nothing less than astonishing.
The brief: The agency Creative Director had developed a browser extension, which replaced discriminatory words in favor of neutral ones - visually illustrating how many labels we use and surround ourselves with. The director was asked to develop an idea for the film.
His idea was as brilliant as the campaign idea and solved the task perfectly. A film about a man whose inner monologue is discriminatory and racist, until we rewind to see the exact same scenes, with the exact same people, but without the labels - simple, strong storytelling.
The execution turned out amazing.
Rekindling scenes from masterpieces such as "Taxi Driver" and the eerie dark sound design of "Blade Runner" the film elevates itself to a cinematic level. Effortlessly simple and beautiful, whilst maintaining the character's complexity and constantly balancing the contrasts and duality within the script.