Hate Song

Creative idea

Fashion Days stands behind being yourself, in spite of everything. But there’s one group of people that make that a lot harder: haters. Especially when you’re in high school and self-conscious enough on your own. So, when Fashion Days’ annual image campaign came around, we decided to swap the “fashion” ads for something more appropriate: a song and music video to shut up all the haters once and for all. We also sent influencers merch with the most common insults hurled at them, written in wash out ink: to remind them that hate is temporary, but their style is forever.

Brand name: Fashion Days Bulgaria
Advertiser / client: Fashion Days
Product / service: Fashion Days - Online fashion retailer
Campaign name: Hate Song
Agency network: INDEPENDENT AGENCY
Agency: HUMAN, Sofia
Production company: HUMAN Production
Web address: https://youtu.be/IeCrs0JJh_g
Executive creative director: Alexander Bratimirov
Creative director: Konstantin Trendafilov
Art director: Kristiana Vulcheva
Copywriter: Petar Evtimov
Designer: Nelly Kirova
Account director (agency): Tsvetelina Mitkova
Director: Drago Sholev
Director of photography: Nenad Boroevich
Music: Vitali Ekzekiev
Agency producer: Nikola Tsanov
Post production: Dobriana Yordanova