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.
Watch the Campaign Video here
The stills, shot by Tom Johnson (MiniTitle), compliment the TVC and feature personalities such as Saffi Karina, an activist from England (@saffi_karina), and German Influencer, Jannik Diefenbach, whose stylish grandfather is the star of his Instagram (@jaadiee). The cast of all ages, always seen in pairs and groups, dancing and having fun together, show off their own unique styles; from glam and punk to glittery and laid back, each advocating whatever your style at Christmas we always come together.
The campaign was created in collaboration with London-based creative agency Mother. The TV commercial is the editorial centerpiece of the campaign, it will be shown in cinemas and further translated into print, OOH, social media and Zalando-owned channels. The campaign launched on November 3, 2019.
Notes to Editors
Agency, Creative & Strategy: Mother
TV Director: Sam Hibbard, Somesuch
Somesuch Producer: Tom Gardner
Stills-Photographer : Tom Johnson, MiniTitle
Social Director: Dan Emerson
TV Production: Somesuch
Edit House: Trim
TV Editor: Thomas Grove-Carter
Social Editor: Joe Walton, Whitehouse
Post Production: Black Kite
Post Producer: Tamara Mennell
Head of VFX: Adam Crocker
Sound House: 750mph
Sound Engineer: Sam Robson
Campaign Stylist: Viviane Hausstein
Music Label: Essex Music Group
Track: Cosmic Dancer by T-Rex
Director Marketing Strategy & Campaign: Jonny Ng
Head of Campaign Management: Marie Frickel
Lead Account Management: Darius Gross
Account Management: Mona Mohamed Adel, Milena Steinke
TV Producer: Bernd Bluhme
Lead Campaign Management: Mona Herdener
Campaign Management: Katharina Kämpfe