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Clothes Reborn with Pride

Published/Aired: 
August 2020

Description

Zalando, Europe’s leading online platform for fashion joined forces with the Polish brand MISBHV and the NGO Campaign Against Homophobia to create clothes with a socially important message. They were made from destroyed clothes that LGBTQIA+ people wore during the attacks. The aim of the campaign "Clothes reborn with pride" is to share real stories that prove the scale of homophobia in Poland and to support the Campaign Against Homophobia by sponsoring their legal and psychological support programs.

In recent days, the situation of the LGBTQIA+ community in Poland has been constantly deteriorating. LGBTQIA+ activists were arrested and charged after hanging the rainbow flag on Warsaw monuments, opposition lawmakers wore multicolor clothing and masks in a protest in Parliament. At the same time, we observe increased police aggression against those taking part in protests to support the arrested activists. The protests take place in the largest cities across Poland. During the recently ended presidential campaign in Poland, Andrzej Duda who won this election said "LGBT is not people - it's ideology. The main film published on the social media channels of all partners empowers the voice of the LGBTQIA+ community which is persecuted in Poland and reflects the dangers they face on a regular basis all over the Country.

In addition to dedicating clothes to the LGBTQIA+ community in Poland, the Zalando brand has decided to support it by sponsoring selected programs run by Campaign Against Homophobia. They are addressed to victims of violence seeking legal and psychological support. - It is extremely important that widely recognized brands, such as Zalando, engage in social campaigns and speak out about discrimination - adds Jakub Lendzion from the Campaign Against Homophobia.

Integrated advertisement created by 180heartbeats + Jung v. Matt, Poland for Zalando, within the categories: Fashion, Public Interest, NGO, Retail Services.

Advertising Agency: 180heartbeats + JUNG v. MATT, Poland
Production House: F25 Production House
Chief Creative Officer & Partner: Mikołaj Sadowski
Creative Director: Tomasz Bujok
Art Director: Adrian Zwierzyński
Copywriter: Kamil Kuć
Strategy Planner: Artur Leśniak
Managing Director: Magdalena Kozanowska
Business Director: Radosław Smorga
Account Executive: Katarzyna Guzik
Social Media & PR Director: Dawid Kaźmierczak
PR Manager: Magdalena Łukasiuk
Junior PR Specialist: Hanna Gnatowska
Director: Mikołaj Sadowski
DOP: Dominik Panasiuk, Igor Połaniewicz
Focus puller: Sebastian Obuchowicz
Grip: Paweł Satala
Sound on set: Maniek Dziedzic
Gaffer: Łukasz Gaweł, Grzegorz Miłej
MUA: Olivia Nowicka
Camera: Panavision, The Out Of Frame
Light: Cinelight
Sound postproduction: Głośno, Darek Podhajski, Ania Bielińska
Producer: Marcin Dworucha, Monika Wagner
Production Manager: Olek Kmiecik
Coordination of production: Anna Oryl
Production Assistant : Małgorzata Szmist
Postproduction: F25 Production House
Editing: Marek Skorupski
Online: Radek Kozera, Jan Obrębowski, Piotr Gaudasiński
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