Zalando, Europe’s leading online platform for fashion and lifestyle, today launches its new campaign ‘Activists of Optimism’ celebrating people who are igniting positivity. Following a year of global lockdowns and restrictions, the campaign aims to celebrate and spread optimism through the simple act of making people smile.
The ‘Activists of Optimism’ campaign is giving people a stage to free their feelings, embrace positivity and spread joy. It is made up of 22 videos of positive action takers, all created as 15 second social shorts, which have then been woven together into a vibrant TV commercial.
Accompanying the campaign video are a series of still images of European creators who represent positivity in their own unique way. Individually shot by Spanish-based photographer Jorde Perez Ortiz, each image is overlaid with the bold statement: ‘Activists of Optimism’. Cast on social media, 11 positive activists including Dutch influencer and model Rianne Meijer and French dancer, Salif Gueye, known for their optimistic content creation, bring the campaign to life.
The campaign launch will be supported by a 360° marketing initiative - the ‘Festival Of Optimism’, which will be a series of events and pop-up moments across Europe designed to inspire people to smile, dance and sing, culminating in a virtual celebration of togetherness on 21 June, the longest day of the year.