- The campaign aims to spread optimism across Europe this summer by giving a stage to real people who turn their optimism into positive action
- Featuring 11 positive activists from across Europe including Dutch influencer and model, Rianne Meijer, and French dancer, Salif Gueye known for their optimistic content creation
- The campaign will be supported by a 360° marketing initiative, the Festival Of Optimism; a series of pop-up events and visual displays in key markets including France, Italy, Germany and Sweden, culminating in the Longest Day of Optimism on June 21
BERLIN, MAY 25 2021 // Zalando, Europe’s leading online platform for fashion and lifestyle, today launches its new campaign, “Activists of Optimism,” celebrating people who are igniting positivity. Following a year of global lockdowns and restrictions, the campaign aims to celebrate and spread optimism through the simple act of making people smile. You can watch the campaign film here.
Launching May 23 across all Zalando markets, the “Activists of Optimism” campaign is giving people a stage to free their feelings, embrace positivity and spread joy. It is made up of 22 videos of positive action takers, all created as 15 second social shorts, which have then been woven together into a vibrant TV commercial. Accompanying the campaign video are a series of still images of European creators who represent positivity in their own unique way. Individually shot by Spanish-based photographer Jorde Perez Ortiz, each image is overlaid with the bold statement, “Activists of Optimism.” Cast on social media, 11 positive activists including Dutch influencer and model, Rianne Meijer, and French dancer, Salif Gueye, known for their optimistic content creation, bring the campaign to life.