Title | DRESSCODE: FREEDOM |
Brand | ZALANDO |
Product/Service | HELSINKI PRIDE COLLABORATION |
Category |
G07. Corporate Purpose & Social Responsibility |
Entrant
|
SEK | PART OF GREY Helsinki, FINLAND
|
Idea Creation
|
SEK | PART OF GREY Helsinki, FINLAND
|
PR
|
SEK | PART OF GREY Helsinki, FINLAND
|
PR 2
|
MILTTON Helsinki, FINLAND
|
Production
|
SEK | PART OF GREY Helsinki, FINLAND
|
Production 2
|
SIMELIUS SIMELIUS Raisio, FINLAND
|
Post Production
|
SIMELIUS SIMELIUS Raisio, FINLAND
|
Credits
Annu Terho |
SEK | PART OF GREY |
Creative Director, Senior Creative |
Heli Roiha |
SEK | PART OF GREY |
Creative Director, Senior Creative |
Hanna Nordgren |
SEK | PART OF GREY |
Client Director |
Elisa Korhonen |
SEK | PART OF GREY |
PR specialist |
Emilia Hallberg |
SEK | PART OF GREY |
Project Manager |
Jan Paasonen |
SEK | PART OF GREY |
Content Designer |
Joni Luhtala |
SEK | PART OF GREY |
SoMe film photography and edit |
Antti Orava |
SEK | PART OF GREY |
Assistant copy editor |
Nana Simelius |
Simelius & Simelius |
Film Direction, Still photography |
Juhana Simelius |
Simelius & Simelius |
DOP, edit |
Meri Milash |
Simelius & Simelius |
Stylist |
Sasu Rönkä |
ItsLee |
Music |
Sarrah Wilkman |
GradeOne |
Colorist |
Atte Heinonen |
Simelius & Simelius |
Behind the Scenes Materials & Mini Docs (DOP) |
Fatma Bendris |
Simelius & Simelius |
Muah |
Noora Varrio |
Simelius & Simelius |
Muah assistant |
Pauliina Karhu |
Miltton |
IM Consultant |
Artturi Mikola |
Miltton |
PR Consultant |
Oona Kivirinta |
Miltton |
Communications Coordinator |
Reetta Wallen |
Miltton |
Strategist |
Eva Niskanen |
Miltton |
Senior Advisor, Account Lead |
Krista Autio |
Zalando |
Marketing Manager |
Melika Sasani |
Zalando |
Senior PR Manager |
Aapeli Helkkula |
Zalando |
Retail Manager |
Meri Saarivirta Bezus |
Zalando |
Copywriter |
Tomi Härmä |
SEK | PART OF GREY |
Consultant |
Write a short summary of what happens in the film
Dresscode: Freedom film is a pure fashion film starring true Finnish LGTBQ+ pioneers. The pioneers are shown the way we’re used to see mainstream fashion models in general. The film shows these pioneers in outfits they were longing to wear for decades ago but were unable to because of the prevailing intolerance – or the fear of being labelled mentally ill or a criminal. We also created individual True story films for each pioneer where they had a chance to tell their life story: what the world was like when they were young and how it has changed, how they felt when they were young and how they feel now, how they found the courage to come out as their true selves and become pioneers in promoting LGTBQ+ rights and what part fashion has played in their journey as clothes are the most visible way of expressing yourself.
Please tell us how the brand purpose inspired the work
Zalando’s vision is to become the Starting Point for Fashion and diversity and inclusion as well as driving positive change have an important role in this journey. They strive to show support for diversity and inclusion, openly stand with minority communities and speak up against injustice and inequality. In 2021, Helsinki Pride celebrated some important milestones: 50 years since the decriminalisation of homosexuality, 40 years since homosexuality was erased from the mental health classification, and 30 years since the establishment of Helsinki Pride. Therefore, the focus of the public conversation was in these achievements. Our strategy was to get into this same conversation by telling stories about Pride pioneers who finally have the freedom to dress they would’ve wanted to when they were young. We implemented clothes into the conversation as a symbol of freedom and our stories became part of the overall narrative of pride community’s fight for equality.