Partnering with London-based creative agency Grey, Zalando’s AW19 campaign tells the emotionally engaging story of those who choose to be who they want to be and wear what they want to wear, free of judgment.
Zalando’s ‘free to be’ commercial was directed by British director, Georgia Hudson, known for her work with the likes of Nike, Under Armour and P!nk. Ripping open a Zalando box, the commercial begins with alopecian model Alice Hurel and an empowering voice-over that carries the story on to teen ballet dancer, Leroy Mokgatle, dancing through the streets of Lisbon. Next, curve model, Felicity Hayward shows just how big she can be, stepping out of an out-of-home ad. Supermodel and activist Adwoa Aboah finds her space in a chaotic world, while Rain Dove challenges gender norms, free to be multiple versions of themselves. The voice-over tells a liberating manifesto and finishes the commercial reminding every customer to be free to be yourself, always. The campaign imagery shot by London-based photographer, James Pearson-Howes, captures freedom in movement and energy while bringing in more free to be personalities, including body positivity activist, Emily Bador and Frances Dunscombe who started modeling at 82.
The TV commercial is the editorial centerpiece of the campaign and is further translated into print, out-of-home and Zalando-owned channels. With this campaign, Zalando uses social channels like TikTok, Twitch, YouTube and Instagram in the media mix. The campaign will be live on the Zalando hub (Zalando.com) from 11 September 2019, with the commercial launching on TV on 15 September, 2019.
Director Marketing Strategy & Campaign: Jonny Ng
Campaign Management: Marie Frickel, Claudia Gebhardt & Abiola Muritala
Account Management: Paul Dombek, Naomi Scholz, Linnéa Södergran
Creative Agency: Grey London
Film Director: Georgia Hudson
Photographer: James Pearson-Howes