Gentle Monster eyewear released an epic promo campaign by imagining Earth lost its sense of anxiety or hope, leaving the human race to resort to its most basic instincts of survival.

People believing in the power and strength of collective groups join together on what is the only way of transportation in this lost world. Witness the confident thoughts of self-conscious displayed in “Collective behavior”.

Gentle Monster’s ‘13’ Campaign sets place in a world where the moon shifts out of place and axis, slowly floating away from Earth creating the 13th month, Undecember. Animals start to act differently and people develop a dependency on either religion or technology. The changes in climate spark a split between anxiety and hope. Gentle Monster illustrates a message of hope brought from the insight and imagination spawned from the new world. 

Designed by Frederik Heyman