Zalando: 'Free To Be'

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The Berlin-based e-tailer, which celebrated its 10th anniversary in 2018, came to us in 2018 with the aim to launch a new Autumn Winter campaign revealing a new slogan ‘Free to Be’ - the company’s first official brand slogan since 2012’s ‘Scream of Joy’.

Our new direction aimed to help Zalando build stronger and more emotional connections with its customers, boosting loyalty and engagement along the way because loyal customers shop more and more often.

Zalando believes in a world where everyone is free to be themselves, regardless of size, age, gender or background. Zalando wants to become the Starting Point for Fashion, catering to every style from casual to street, basics to premium – enabling customers to express their personal sense of style. 

So we made sure the AW19 campaign featured a diverse cast, including alopecian model Alice Hurel, teen ballet dancer Leroy Mokgatle, plus-size and body positive activist Felicity Hayward and non-binary model Rain Dove - all either differing in body shape, breaking stereotypes or defying traditional gender roles. Our cast is not afraid to show the world who they really are and they use fashion to express their identity. This freedom is what we wanted Zalando customers to feel. When you are free to wear what you want and be who you want, nothing can hold you back. 

The extensive brand campaign included a TV commercial, as well as print, out-of-home, online and social media content. Social channels like TikTok, Twitch, Youtube and Instagram  were also used in the media mix.


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