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

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