BERLIN, November 4 2018 // This Christmas, people from all walks of life, aged one to 106, come together to present “Christmas. Never Out of Fashion,” by Europe’s leading online platform for fashion and lifestyle, Zalando. The heart-warming 360° campaign highlights what matters at Christmas; spending time with the people we love, caring for each other and dressing up to celebrate togetherness. With the broadest fashion assortment in Europe, Zalando offers a festive look for everyone, no matter their age, gender or style.
For many, finding the perfect gift and the perfect outfit is all part of the festive fun. Zalando can be your ultimate style partner. Partnering with Amsterdam-based creative agency Wieden+Kennedy, Zalando tells the emotionally compelling story of bringing generations together for Christmas, with the idea that celebrating togetherness should never go out of fashion.
“We spent a lot of time with our consumers and they told us there’s more that unites us than divides us. Christmas and the festive season is a time of year where we all truly come together; different generations, different backgrounds, and different styles. Festive fashion makes us feel special, sparks conversations and adds to the magic. At Zalando, we bring more than 300.000 styles from almost 2.000 brands to over 24 Million customers across Europe. So wherever our customers are from and whoever they are with, we want them to celebrate in style,” says Jonathan Ng, Director of Marketing Strategy & Campaigns at Zalando.
The “Christmas. Never out of fashion,” campaign was directed by British film director, Jake Nava, known for his work with the likes of Beyoncé and Adele. A cooing baby opens the commercial, while the Christmas carol, “Silent Night,” provides the score. The short film captures the diverse cast, a mixture of models, singers and streetcasting, all singing in their own languages: One song uniting all voices.
The broad assortment offered by Zalando is highlighted with the cast dressed for different occasions: cosy sweaters or glamorous evening outfits, for example. The film takes us through the choir, from young to old, ending on 106-year-old Harry, who cradles the baby in his arms.
The campaign imagery, shot by London-based photographer duo, Hill & Aubrey, depicts a series of scenes that are familiar during the festive period. Whether it’s about catching that notorious family portrait, dragging a Christmas tree up the stairs, or enjoying memory-making moments reading stories with grandpa. The different scenes highlight the feeling of togetherness, all perfectly styled for the occasion from Zalando’s extensive offering.
The moving images shot for the TV commercial, online video and cinema are the editorial centrepiece of the digital campaign and are further translated into print, out of home and Zalando-owned channels. Press events and localized activations will bring to life the campaign in each of Zalando’s 17 markets. “Christmas. Never Out of Fashion,” is live on November 4, 2018 and can be viewed on the Zalando hub, zalando.com.
Director Marketing Strategy & Campaigns: Jonathan Ng
Account Management: Darius Gross & Mona Mohamed Adel
Campaign Management: Mona Herdener & Amy Jayne Robinson
Creative Agency: Wieden + Kennedy
Film Director: Jake Nava
Photographer: Hill & Aubrey
Stylist: Karen Langley
Makeup Artist Print: Ciara O'Shea
Make up Artist TVC: Lotten Holmqvist
Hair Stylist Print: Jonathan De Francesco
Hair Stylist TVC: Teiji Utsumi