THE ICONIC WILDPOSTER CAMPAIGN
The campaign was between 2011 and 2015. Far before than the me too movement really took off. The wild posters was about a woman choosing her own path. The gesture of turning her back to the system or restraints, to show independence and strength. I also really like to write her name on the poster. To use the name to show the identity of the person; not the face. Already, since I created the successful living campaign in the 90's for Diesel, I’ve had a vision of adding texture, a different dimension to advertising and branding. It doesn't make sense to spend so much money in communication without using it as a platform for an inspiring message to the world.
When I started BLK DNM, which is a more personal expression than anything I’ve done before, I was inspired to create a brand with a voice. I started with photography in the beginning of BLK DNM. I wanted to portray and curate the journey of the brand through my lense. And the wild poster with Tanga Moreau is one of the first images I ever shot. Everyone who's been part of this campaign is a woman I admire. They all have great personalities and strengths. I wanted them to feel that they could be more their true self when we worked together – to express themselves – rather than acting as model. With the wild posters I wanted to encourage women to take the lead. And by using great values, inspire and guide us to a new era with less turmoil and conflicts.
Creative Director Johan Lindeberg