HATE

TitleHATE
BrandBIANCO
Product/ServiceBIANCO FOOTWEAR
Category B04. Consumer Durables
Entrant &CO Copenhagen, DENMARK
Idea Creation &CO Copenhagen, DENMARK
Production &CO. PRODUCTIONS Copenhagen, DENMARK
Credits
Name Company Position
Thomas Hoffmann & Co. / NoA Creative Director
Johan Køhler & Co. / NoA Copy writter
Alexander Topsøe &Co. Production Director

Write a short summary of what happens in the film

A humanoid robot named Mary. She’s being interviewed by a man off screen. She is asked the simple question: What is the biggest trend of 2018? She gazes into the camera. “The biggest trend right now is ...HATE! Hate is a 100 % match with everything.” Images of the things we hate is projected onto her face: “Hate men.” “Hate women.” “Hate other religions. Hate pineapple on pizza. Hate the poor. Hate the rich. Hate forests. Hate oceans … “ Mary rants a seemingly endless list of things, people hate, and by the end, she encourages you to hate fashion and hate yourself. “And hate me. I am the future. Hate the future. Hate this video. Hate Bianco.” Bianco is the fashion brand behind the film. Mary returns from her trance-like state and gives us a smile. Red letters are projected onto her face: BIANCO HATE IS SO 2018.

Cultural/Context information for the jury

A humanoid robot has the ability to search and analyse online human behaviour, That makes her ideal to ask the simple question: What is the biggest trend of 2018?