Brief: Use the storytelling power of Christmas to turn Zalando, Europe’s biggest online retailer, from a faceless clothing warehouse to a brand people could truly identify with.
Role: Copywriter.
Deliverables: A pan-European TV spot, OOH and digital spanning 17 countries.
Christmas is a timeless tradition that is never out of fashion.
Regardless of your background, age or style, we all want the same thing for Christmas: to be surrounded by those we love, and to overdose on overcooked turkey.
For our TV spot (produced by a separate creative team) we had 100 people from every age and background singing “Silent Night” in their own languages.
In the print and digital campaign - the first non-studio work Zalando had done - we looked to capture the spirit of Christmas, balancing narrative with fashion through a contemporary, stylish lens. Brought to life by the timeless beauty of Hill & Aubrey’s photography, placing our cast of characters into instantly relatable scenarios that always had a touch of humour. I was collaboratively responsible for casting, concepting and production.
