Home and Dutch FilmWorks bring mental health into the spotlight with activation around film PAAZ
With the launch of the “Unhappy Socks,” Home and Dutch FilmWorks aim to spark open conversations about mental health through an accessible public activation.
Commissioned by Dutch FilmWorks, Home has developed the “Unhappy Socks” to promote the new feature film PAAZ. Because mental health struggles often remain invisible to the outside world, the campaign uses an everyday clothing item as an accessible conversation starter. In doing so, the campaign brings the film’s themes into public spaces with the message: it’s okay to not be okay.
PAAZ, starring among others Gaite Jansen and Georgina Verbaan, tells the story of a young woman who unexpectedly finds herself admitted to the psychiatric ward of a hospital. Since mental health issues are often hidden from view, Home looked for a way to make the subject more visible and open for discussion.
Making invisible struggles visible
The need for visibility took physical form in the Unhappy Socks. The socks serve as a simple way for people to show when they are not feeling okay, or to express support for someone who wears them. In this way, they become a visible signal that helps lower the barrier around conversations that often remain unspoken — especially during the dark winter months, when many people tend to feel more down.
“Too often, there is still an expectation that happiness is the norm and negative emotions should be avoided. As a result, sadness, anxiety and doubt are seen as weaknesses,” says Davide Cocchiara, Creative Director at Home. “PAAZ shows that sharing those feelings can actually bring relief and is simply part of everyday life. By using something as ordinary as socks and handing them out to the public, the film breaks that silence in an approachable way.”
Starting conversations online and offline
The Unhappy Socks campaign launched on January 19, Blue Monday, with a pop-up stand in Amsterdam’s Vondelpark. The cast of PAAZ received the first pairs of Unhappy Socks and handed them out to passersby. The activation immediately created a platform for conversations about mental health and the importance of sharing emotions.
To continue the dialogue online, collaborations have been set up with several creators. Among them are Julia Koopman, Marwa Omari and Joshua Alagbe, who each address the theme in their own way across their social channels. They will also attend the film premiere on Monday, February 23, where they will appear wearing the Unhappy Socks and create content to further spread the conversation around mental health. The collaboration is managed by Home.
Pop-ups in Utrecht and Rotterdam
For the activation, Home and Dutch FilmWorks partnered with MIND, an organization dedicated to improving mental health and supporting everyone dealing with psychological challenges. In the coming days, the traveling pop-up will tour the country to bring both the socks and the conversation directly to the public:
- Tuesday, February 17 (from 12:00 PM): Stationsplein Utrecht
- Wednesday, February 18 (from 12:00 PM): Stationsplein Rotterdam
PAAZ premieres in Dutch cinemas on February 26, 2026.
