Post by account_disabled on Jan 8, 2024 4:03:20 GMT -5
The coronavirus crisis has forced us to put aside hugs, a gesture that may seem distant and impossible to recover at this point. But Zalando is clear: they will return. This is the positive message that the online fashion and lifestyle platform launches with its “We will hug each other again” campaign for the holidays. Documentary and portrait photographer Sarah Blais shoots a series of images of hugs that bring the campaign to life, while visual narrator Vincent Haycock directs the video "100 Years of Hugs" , set to the song Godspeed by Frank Ocean. The campaign has been created in collaboration with the creative agency Anomaly Berlin . The spot, filmed in Nigeria, Vietnam, Italy, Mexico, Sweden and Germany, is directed by four directors curated by Haycock. If you do not display the embedded video correctly, click here .
The central idea of our campaign is human connection, which reflects the way we relate to our customers. Our strategy is to be social first, which allows us to connect with consumers through relevant and Email Data identifiable stories. For Zalando, it is important to address the exceptional circumstances and current uncertainty and, at the same time, share with our community the feeling of hope for the moment when we will reconnect with our loved ones," says Barbara Daliri, senior vice president of sales and Zalando marketing. The campaign started on November 1 with the aim of generating conversation and will continue for two months. In the first phase, the moving images of the hugs - without the brand - were shown on large murals in iconic places in different cities in Europe . Among them, those made by the artist Taquen in Gran Vía de Marid and that of Sebastien Waknine, located in Carrer d'Aragó in Barcelona, which show two figures in an embrace in which the second person is missing.
Zalando's We'll Hug Again Campaign It was on November 8 when the message "We will hug each other again" was revealed. Zalando will finish the murals with the second figure and the campaign will have a presence in Zalando's 17 markets on advertising, digital and social media channels, with the "100 years of hugs" ad filmed by Haycock and Blais' photography in outdoor and printed advertising. and digital. «This campaign, simple but powerful, is a promise for our future. The goal was to peel back all those outer layers associated with the holiday season and identify the most iconic symbol of human connection: the hug. Running an international campaign, completely remotely, during a global pandemic has been a challenge and we are excited to bring Zalando's message to the world,” says Veit Moeller, executive creative director of Anomaly Berlin.
The central idea of our campaign is human connection, which reflects the way we relate to our customers. Our strategy is to be social first, which allows us to connect with consumers through relevant and Email Data identifiable stories. For Zalando, it is important to address the exceptional circumstances and current uncertainty and, at the same time, share with our community the feeling of hope for the moment when we will reconnect with our loved ones," says Barbara Daliri, senior vice president of sales and Zalando marketing. The campaign started on November 1 with the aim of generating conversation and will continue for two months. In the first phase, the moving images of the hugs - without the brand - were shown on large murals in iconic places in different cities in Europe . Among them, those made by the artist Taquen in Gran Vía de Marid and that of Sebastien Waknine, located in Carrer d'Aragó in Barcelona, which show two figures in an embrace in which the second person is missing.
Zalando's We'll Hug Again Campaign It was on November 8 when the message "We will hug each other again" was revealed. Zalando will finish the murals with the second figure and the campaign will have a presence in Zalando's 17 markets on advertising, digital and social media channels, with the "100 years of hugs" ad filmed by Haycock and Blais' photography in outdoor and printed advertising. and digital. «This campaign, simple but powerful, is a promise for our future. The goal was to peel back all those outer layers associated with the holiday season and identify the most iconic symbol of human connection: the hug. Running an international campaign, completely remotely, during a global pandemic has been a challenge and we are excited to bring Zalando's message to the world,” says Veit Moeller, executive creative director of Anomaly Berlin.