Against the backdrop of a challenging year of uncertainty and separation, Zalando is celebrating the hug as the ultimate expression of human connection and solidarity. Created by Anomaly Berlin, 'We Will Hug Again' is devised to convey a feeling of optimism and hope across Europe.
This message of hope will be depicted across numerous formats. Firstly, it will be brought to life through a series of Hug Portraits, by documentary and portrait photographer Sarah Blais. The portraits will appear as huge unbranded murals in highly visible urban locations across Europe. They show two figures in an embrace, where the second person is missing and the question 'Will We Hug Again?' is posed.
It will also include a heartwarming film, '100 Years of Hugs,' directed by Vincent Haycock, and set to the track ‘Godspeed’ by Frank Ocean. The film was shot across Nigeria, Vietnam, Italy, Mexico, Sweden and Germany by four directors. Each film tells the story of one hug*, united by a central look and feel, enabling all films to be cut individually or together. Further adding to its moving nature, Frank Ocean’s ‘Godspeed’ is a track that epitomises the feeling of human connection and togetherness.