BERLIN, NOVEMBER 4, 2019 // Zalando, Europe’s leading online platform for fashion and lifestyle, brings what matters to the forefront of the new Christmas campaign, “Whatever your style, at Christmas we always come together.” The heart-warming 360° campaign celebrates the values of togetherness, like spending time with friends and family, sharing, caring, giving and spreading joy… the things that never go out of style.
“Our Christmas campaign is the continuation of our ‘free to be’ brand positioning - based on the customer insight that when you’re free to wear what you want, and be who you want, nothing can hold you back,” says Jonny Ng, Director Marketing Strategy & Campaigns at Zalando. “During the festive period we want to capture the diversity of our audiences and the many unique ways they celebrate together. At Zalando, with over 29 million customers shopping more than 450,000 styles from over 2,000 brands, we know that style is never defined by age, gender, look, shape or background. Our hope for this season is to give our customers freedom of choice in fashion whoever you are, and whoever you are celebrating with”.
The campaign follows a young man, portrayed by international model, actor and professional juggler Tom Gaskin, and his grandmother, played by Frances Dunscombe who is also featured in Zalando’s AW19 campaign. Taking his grandmother to a fabulous Christmas ball, they find out to their surprise that everyone else on the guestlist has decided to show up with a grandparent, too.
The spirit of the ball, with its diverse styles and intergenerational attendees, embodies the spirit of the ‘free to be’ brand positioning. As the night unfolds, the diverse guestlist dance together in eclectic outfits, showcasing Zalando’s broad assortment which caters to every style, occasion and age. Alongside the partying, we see moments of genuine emotion that capture the relationship between the ball-goers and their grandparents, as directed by Sam Hibbard and produced by Somesuch.