Zalando adds unusual twist to Christmas campaign
today Nov 8, 2019
Fashion and beauty e-tail giant Zalando said this week that it’s bringing “what matters to the forefront of the new Christmas campaign". It's a “heart-warming 360° campaign [that] 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”.
It’s the next step in the firm’s ‘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,” said the company’s Director of Marketing Strategy & Campaigns, Johnny Ng.
He added that the campaign aims to “capture the diversity of our audiences and the many unique ways they celebrate together”.
It was developed in collaboration with London-based creative agency Mother and the film will be shown in cinemas, with stills appearing in print, OOH, social media and Zalando-owned channels.
The creative follows a young man, portrayed by international model, actor and professional juggler Tom Gaskin, and his grandmother, played by Frances Dunscombe, who also featured in Zalando’s AW19 campaign. Taking his grandmother to a Christmas ball, “they find out to their surprise that everyone else on the guest list has decided to show up with a grandparent too”.
It’s certainly an interesting approach and one we wouldn’t expect, with the big names of fashion e-tail more likely to directly target a younger female audience. Not that such customers are neglected, with a diverse cast who “dance together in eclectic outfits, showcasing Zalando’s broad assortment which caters to every style, occasion and age”.
And in line with the trend for more meaningful Christmas ads this year, alongside the partying, “we see moments of genuine emotion that capture the relationship between the ball-goers and their grandparents”.
It was directed by Sam Hibbard and produced by Somesuch while the stills were shot by Tom Johnson of MiniTitle.
They complement the film and feature personalities such as Saffi Karina, an activist from England, 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”.
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