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Fair Welcome “Don't Label” 2016

Fair Welcome “Don't Label” (2016) is a Fair Welcome commercial directed by Sune Svanborg for Mindshare, produced by Shoot Happens. It won one award: Epica 2016 Bronze Social.

A man drives through a city at night, his prejudiced thoughts about various groups of people are challenged by a simple change of words.

Video: Fair Welcome on YouTube

Shot by shot

  1. A man's face, with white hair and a prominent nose, is shown in profile, looking intently at something off-screen in a dimly lit room.© Fair Welcome0:07
  2. Two young men in casual clothes dance excitedly in front of a brightly lit store window at night, while two women watch them.© Fair Welcome0:09
  3. A car drives past a brightly lit grocery store and a food truck at night, with people walking on the sidewalk.© Fair Welcome0:23
  4. A man with light brown hair and a beard sits in a car at night, looking forward with a sad expression.© Fair Welcome0:27
  5. A blurry extreme closeup of an older man's face, looking off-screen, as the camera slowly racks focus to reveal his eye and nose in a dimly lit interior.© Fair Welcome0:50
  6. Two young men in casual clothes stand in front of a brightly lit store window at night, waving and smiling at two women walking by.© Fair Welcome0:52
  7. A car drives past a brightly lit grocery store at night, where several men are seen working and interacting outside the shop.© Fair Welcome1:00

Stills © Fair Welcome. Made by Mindshare, Shoot Happens and Sune Svanborg.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A single word can change perception.

Tagline: “A single word can change perception”

internal monologuerepetition with variationurban nightscapedriver's perspectiveprejudice challengedwordplay

The cut

Length
81 s
Shots
36
Average shot
2.3 s

What creatives use Fair Welcome “Don't Label” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Fair Welcome “Don't Label”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man's face, with white hair and a prominent nose, is shown in profile, looking intently at something off-screen in a dimly lit room.© Fair WelcomeTwo young men in casual clothes dance excitedly in front of a brightly lit store window at night, while two women watch them.© Fair WelcomeA car drives past a brightly lit grocery store and a food truck at night, with people walking on the sidewalk.© Fair WelcomeA man with light brown hair and a beard sits in a car at night, looking forward with a sad expression.© Fair Welcome
    Frames from Fair Welcome “Don't Label”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Fair Welcome “Don't Label” in order, with its length, framing and what happens in it.

    A man's face, with white hair and a prominent nose, is shown in profile, looking intently at something off-screen in a dimly lit room.© Fair WelcomeTwo young men in casual clothes dance excitedly in front of a brightly lit store window at night, while two women watch them.© Fair WelcomeA car drives past a brightly lit grocery store and a food truck at night, with people walking on the sidewalk.© Fair WelcomeA man with light brown hair and a beard sits in a car at night, looking forward with a sad expression.© Fair WelcomeA blurry extreme closeup of an older man's face, looking off-screen, as the camera slowly racks focus to reveal his eye and nose in a dimly lit interior.© Fair WelcomeTwo young men in casual clothes stand in front of a brightly lit store window at night, waving and smiling at two women walking by.© Fair Welcome
    Length: 81 s · Shots: 36 · Average shot: 2.3 s

  3. 03Ad ideas: every spot built on a internal monologue

    Before you present an idea, you need to know who has done it, and how.

    Fair Welcome “Don't Label” is built on a internal monologue. Search the library by idea to see every spot that uses it.

    Healthline “For All I Know”© HealthlineBgh “Summer Hater”© BghNørregade “Goth”© NørregadeInternational OCD Foundation “Escape the loop”© International OCD Foundation
    Healthline · Bgh · Nørregade · International OCD Foundation

More from Mindshare

  • Axe/Lynx "Even Angels Will Fall" (2012) commercial still© Axe/LynxAxe/Lynx “Even Angels Will Fall” 2012MindshareBritish Arrows Bronze 2012
  • Iceland "Christmas Ad 2019 - #Magicoffrozen" (2019) commercial still© IcelandIceland “Christmas Ad 2019 - #Magicoffrozen” 2019Mindshare
  • Volvo "Human Made" (2017) commercial still© VolvoVolvo “Human Made” 2017Dir. Joe Connor · Mindshare

Award-winning public service & ngo commercials

Questions

Who directed the Fair Welcome “Don't Label” commercial?

Sune Svanborg directed it, produced by Shoot Happens, for the agency Mindshare.

Which agency made Fair Welcome “Don't Label”?

Mindshare created it for Fair Welcome (2016).

What awards did Fair Welcome “Don't Label” win?

1 awards, including Epica 2016 Bronze Social.

What is the tagline of Fair Welcome “Don't Label”?

“A single word can change perception”

Sources for the credits and awards

winners.epica-awards.com