Title	HATE
Brand	BIANCO
Product/Service	BIANCO FOOTWEAR
Category	A03. Online: Fiction & Non-Fiction
Entrant	&CO Copenhagen, DENMARK
Idea Creation	&CO Copenhagen, DENMARK
Production	&CO. PRODUCTIONS Copenhagen, DENMARK

Name	Company	Position
Thomas Hoffmann	& Co. / NoA	Creative Director
Johan Køhler	& Co. / NoA	Copy writter
Alexander Topsøe	&Co. Production	Director

Why is this work relevant for Entertainment?

Entertainment celebrate creativity that turns content into culture. This film turned culture into content with the intent of changing the culture, it depicted. The film is both classic and new. It’s a monologue, but it’s not a monologue performed by a great actor; it’s a monotonous machine voice speaking, an A.I. humanoid. She conveys data, but the data is a mirror of us and our actions. We showed how it is, emotionless and machinelike – instead of telling how it should be. This made people everywhere give their own (obvious) answer to this dystopian outlook: Less hate and more love.

Background

Bianco is a Danish fashion brand known for their provocative campaigns and willingness to take on tough subjects, which is not commonly seen in the fashion industry. The brief was to make Bianco part of a contemporary discussion once again.

Describe the creative idea

Fashion brands talk about what is trending all the time. When you ask someone in the fashion industry, what is trending, you get a superficial answer about colours or the length of jackets. We decided to take the question seriously as a fashion brand. What is trending? We had Google analysts look at the debate online, and everything is hated by someone. Hate is trending. The world is fragmenting. There is a global discourse of divisiveness, and very few seem to want to listen to the arguments of the other side. Instead we reaffirm our own believes in echo-chambers. Either we love something, or we hate it, and the latter is dominant. This film begins, when Bianco asks an A.I. “What is the biggest trend of 2018?”.

Describe the strategy

Bianco campaigns are usually a current debate subject – in this instance hate on the internet – put in a fashion context. As a fashion brand, we play on the word “Trend” and gets on the biggest and most current trend of them all: Hate. Hate is so 2018, so we mirror the hate of the internet. In short, the strategy is to show, not tell. The aim is to spur an organic conversation.

Describe the execution

The film is both classic and new. It’s a monologue, but it’s not a monologue performed by a great actor; it’s a monotonous machine voice speaking. She conveys data, but the data is a mirror of us and our actions, and that makes it emotional. Having a machine quantify our actions makes us able to see ourselves from a distance. With this simple way of making a film about online debate culture, we used the medium to provoke and spark self-awareness in the viewer. The film was launched on Bianco’s social channels, YouTube, blogs and with material for the press. The main effort was to make people engage with the film online; both nationally and abroad.

Describe the outcome

We showed how it is, instead of telling how it should be. At the same time, we played on the dystopian fear of an all-knowing A.I. and used imagery that was meant to provoke people into joining the discussion. Millions saw the film, and people everywhere gave their own (obvious) answer to this dystopian outlook: Less hate and more love.