The Brief: One of the UK’s largest student run organisations had a problem- how can they combat the fastest growing rate of anti semitic attacks ever in the UK without sceptics considering their work a “flagwaving” exercise?
Our solution: Instead of simply creating a film that tackles anti semitism, we worked over the course of 8 weeks with our client to build a platform called “#LabelFree”, tackling ALL forms of stereotypes. This was kick started by a series about individuals from micro communities you wouldn’t normally associate with the Jewish community.
Why it Mattr’d: Nominated at the 19th UK Jewish Film Festival, we found 4 people across the country through an open social media casting call. The films were distributed in local cinemas, outdoor screens, digital channels as well as the Label Free microsite (www.labelfree.tv) and has been seen by over a million people (so far!). Most importantly, the stories submitted to the site has enabled us to collect details of all sorts of people around the world who want their story told. We have since developed a second #LabelFree series, this time to do with physical disability.
Special Thanks to: Grace Oni Smith, Catherine Charles, Edward Harris, Alyson Melody Pacanowski
Sponsored by: UJS.
Production Company: Mattr
Executive Producer: Josh Fineman
Director: Josh Hine
Director of Photography & Colourist: Nick Morris
Editor: Josh Hine & Jamie Coward
Production Assistant: Jake Balfour-Lynn
Social and Strategy: Helena Marquez and Dave Hudson