#UnravelHate - Peace Collective - Peace Collective JPG
#UnravelHate - Peace Collective - Peace Collective MP4 2m:48s

#UnravelHate - Peace Collective
Peace Collective

#UnravelHate - Peace Collective - Peace Collective


Title of Entry: #UnravelHate
Brand: Peace Collective
Product/Service: Peace Collective
Client: Peace Collective
Entrant Company: Zulu Alpha Kilo
Creative Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Ian Simpson, Catherine Allen
Art Director: Caroline Sierra-Bornais
Copywriter: Luke McNeill
Account Executive: Rob Feightner, Nina Bhayana
Production Company: Zulubot
Date of Release: 2019-03-28
Producer: Tom Evans, Revital Grunberg
Director: Barbara Shearer, Catherine Allen
Notes: The ‘Make America Great Again’ hat has become a controversial and divisive symbol. Peace Collective, a clothing brand aimed at making a difference, decided to #UnravelHate by unraveling a MAGA hat stitch-by-stitch, and used that very same thread to create the ‘Welcome to Canada’ toque. Then they filmed the reactions of immigrants, refugees, and newcomers to Canada to both the MAGA hat and the ‘Welcome to Canada’ toque. Toques were made available for purchase with the profits going to WoodGreen Community Services, a charity that helps immigrants and refugees settle into their new lives in Canada.
DOP: James Arthurs
Editing Company: Zulubot
Editor: Max Lawlor
Sound Studio: Zulubot
Sound Engineer: Dino Cuzzolino
Post Production Company: Alter Ego
Casting: Barbara Shearer
Other Credits: Colourist/Transfer: Patrick Samaniego
Other Credits: Colour Assistant: Evan Spicer
Other Credits: Post Production Co. Producer: Alanna Homuth
Other Credits: Clients: Roman Hessary, Yanal Dhailieh
Other Credits: Strategic Planner: Stephanie Gyles