Title	DON'T LABEL
Brand	FAIR WELCOME
Product/Service	FAIR WELCOME
Category	A02. Script
Entrant	MINDSHARE Copenhagen, DENMARK
Idea Creation	MINDSHARE Copenhagen, DENMARK
Media Placement	MINDSHARE Copenhagen, DENMARK
PR	MINDSHARE Copenhagen, DENMARK
Production	SHOOT HAPPENS Copenhagen, DENMARK

Name	Company	Position
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

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