Zalando Launches #Shareyoursexy Campaign with Calvin Klein Underwear
Zalando Launches #Shareyoursexy Campaign with Calvin Klein Underwear
BERLIN, NOVEMBER 11, 2015 // Following #SHAREYOURSTYLE, online fashion destination Zalando is joining forces with Calvin Klein Underwear and launches the collaborative #SHAREYOURSEXY campaign, starring top model Joan Smalls. Continuing the concept of sharing, the campaign encourages Europe to share what sexy means to them - right in time for Christmas.
The campaign embraces the concept of feeling sexy and encourages engagement, inviting consumers across Europe to share what sexy means to them. In addition, it moves away from the obvious understanding of sexy and instead focuses on self-confidence, empowerment and the softer understanding that feeling sexy comes from within. Instead of dictating what sexy is top model Joan Smalls directly addresses the consumer, encouraging a direct conversation.
With this in mind, a manifesto supporting the campaign has been created:
SEXY.
TELL US WHAT
IT MEANS TO YOU.
LET’S CELEBRATE
THE MIX
NOT JUST
THE MATCH
AND GET UNDER
THE SKIN
OF WHAT’S HOT
AND WHY.
JOIN THE CONVERSATION.
#SHAREYOURSEXY
With a sense of cheekiness, the global campaign addresses countries with localised edits where tongue-in-cheek Joan Smalls talks about everything from Swiss clocks, Dutch bikes to French baguettes. The campaign is supported by behind the scenes material where Joan Smalls and co-star Tobias Sorensen share what sexy means to them.
“#SHAREYOURSEXY follows in the footsteps of our global brand collaborations and campaigns such as ‘TOPSHOP @ Zalando #WhereverYouAre’ and the exclusive online capsule collection ‘Sport City’ by Karl Lagerfeld. With these collaborations we aim to create something new and inspiring for our consumers, where they can experience the best of both brands with some Zalando cheekiness’’, explains Carsten Hendrich, VP Brand Marketing Zalando.
One of the most innovative features of the campaign is the digital hub where people can share and experience what sexy means to them. In a series of localised edits, Joan Smalls talks directly to consumers in 100-300 cities in each country. In the campaign hub everyone can find inspiration and share what sexy means to them, as nothing is pre-defined and Zalando invites you to #SHAREYOURSEXY all over Europe.
The #SHAREYOURSEXY campaign will launch mid November 2015 in Germany, Austria, Switzerland, France, Belgium, Luxembourg, the Netherlands, the UK, Poland, Italy, Spain, Sweden, Norway, Denmark and Finland. On share.zalando.com consumers will find an extensive digital sharing campaign with engaging features and content. The campaign will be further promoted across global platforms including TV, outdoor, print and social media. For further information, please visit Zalando.com.
#SHAREYOURSEXY
Notes to Editors
CAMPAIGN CREDITS
TVC PRODUCTION
Director Daniel Jackson
Executive Creative Director Calvin Klein Lina Kutsovskaya
Creative Direction Chang Lin (on behalf of Zalando)
D.O.P. Darren Lew
Styling Carlyne Cerf de Dudzeele
Hair Stylist Akki
Make Up Artist Mark Carrasquillo
Model Joan Smalls
Production No Wheelies
Post Production Modern Post, New York / Slaugtherhouse, Berlin
PHOTO SHOOT
Photographer Daniel Jackson
Executive Creative Director Calvin Klein Lina Kutsovskaya
Creative Director Zalando Chang Lin
Styling Carlyne Cerf de Dudzeele
Hair Stylist Akki
Make Up Artist Mark Carrasquillo
Models Joan Smalls, Tobias Sorensen
MUSIC TVC
Compositor Victor Magro
Publisher We Are The Robots (ASCAP)
Country of creation New York, USA
Length 20"
BEHIND THE SCENES MATERIAL
BTS Videographer & Sound Alex Grazioli
BTS Photographer Jon Simon
ABOUT ZALANDO
Zalando (https://corporate.zalando.com) is Europe’s leading online fashion platform for women, men and children. We offer our customers a one-stop, convenient shopping experience with an extensive selection of fashion articles including shoes, apparel and accessories, with free delivery and returns. Our assortment of over 1,500 international brands ranges from popular global brands, fast fashion and local brands, and is complemented by our private label products. Our localized offering addresses the distinct preferences of our customers in each of the 15 European markets we serve: Austria, Belgium, Denmark, Finland, France, Germany, Italy, Luxembourg, the Netherlands, Norway, Spain, Sweden, Switzerland, Poland and the United Kingdom. Our logistics network with three centrally located fulfillment centers in Germany allows us to efficiently serve our customers throughout Europe. We believe that our integration of fashion, operations and online technology give us the capability to deliver a compelling value proposition to both our customers and fashion brand partners. Zalando’s shops attract over 135 million visits per month. In the second quarter of 2015, around 57 percent of traffic came from mobile devices, resulting in close to 16.4 million active customers by the end of the quarter.
CONTACT ZALANDO
Jolanda Smit
Head of Global PR
jolanda.smit@zalando.de
+49 176 12759223