I 8 U

Creative idea

In a world where online hate spreads faster than we can react, 'I 8 U' has become one of the internet's shortest yet most vicious insults. This digital shorthand embodies the casual cruelty of modern communication, compressing hatred into three characters. Our creative idea is simple but powerful: we turned this universal symbol of hate into a new symbol of belonging. Ski jumping provided the perfect metaphor. Athletes soar through the air for an average of eight seconds before gravity reclaims them, a fleeting moment where fear, hope, and adrenaline collide in perfect harmony. During this airborne suspension, nationality disappears, backgrounds become irrelevant, and only shared human experience remains. These precious seconds exist free from labels, borders, and prejudice, defined purely by the love of the sport. Our execution centred on a provocative visual twist that challenged immediate assumptions. The phrase 'I 8 U' is presented boldly in order to force audiences to confront their negative associations before revealing the beautiful truth beneath. Through this creative idea we invite people to witness this metamorphosis firsthand. Fans can step into those transformative moments themselves, feeling how weightlessness dissolves differences and creates instant community among strangers. The campaign's impact extends far beyond the jumping hill, inspiring audiences to reconsider their digital interactions and embrace empathy over antagonism. By experiencing the power of those suspended moments, people understand how quickly hatred can be rewritten into hope, division into unity and isolation into belonging.

Agency: Dentsu Creative Milano
Authors: Francesco Cogliati, Giulia Saracco