Zalando, the renowned online fashion retailer, has recently launched its summer campaign with a strong emphasis on optimism as Europe gradually reopens and begins to regain a sense of normalcy. The campaign, titled Activists of Optimism, aims to feature ordinary people who personify positivity and take proactive steps to make a meaningful impact.
The campaign is directed by Lucy Luscombe, a well-respected London-based director, and encompasses a series of videos as well as a comprehensive marketing initiative called the Festival of Optimism. This initiative includes the organization of pop-up events and the creation of visual displays in key European markets such as France, Italy, Germany, and Sweden. The culmination of the campaign will be marked by the Longest Day of Optimism on June 21, which promises to be a momentous event.
The stars of the Activists of Optimism campaign are eleven individuals who hail from various European countries. These include musician CKTRL, Dutch influencer Rianne Meijer, model and author Naomi Shimanda, and French dancer Salif Gueye. These individuals were chosen for their ability to create optimistic content and were selected through social media.
To showcase the inspirational actions of these influencers, Zalando has crafted 22 short social videos lasting 15 seconds each. These videos have been expertly woven together by Lucy Luscombe to form a vibrant TV commercial. Complementing the videos are striking still images captured by Spanish photographer Jorde Perez Ortiz. Each image boldly features the caption “Activists of Optimism,” reinforcing the central message of the campaign.
Ralph Rijks, Zalando’s Vice President of Global Marketing, states that the campaign defines activists of optimism as individuals who bring joy to themselves and others through various avenues such as music, dance, and even innovative makeup tutorials on platforms like TikTok. The objective of the campaign is to celebrate and disseminate optimism following a year marked by global lockdowns and restrictions. Rijks further explains that this campaign encapsulates Zalando’s overarching narrative for 2021, which revolves around transforming optimism into positive action and finding pleasure in everyday life.
Through its Activists of Optimism campaign, Zalando seeks to uplift its customers and inspire a sense of hope and positivity as the world gradually recovers from the trials of the past year. By highlighting real individuals who spread joy through their actions, Zalando hopes to foster a culture of optimism and encourage others to do the same. As summer draws near and people eagerly anticipate a return to their normal routines, the campaign serves as a poignant reminder to embrace optimism and make a difference in our everyday lives.
Useful links:
1. Zalando Official Website
2. TikTok Platform
