From online event to offline activation
The Zalando summer campaign is usually known for the big reveal party where influencers and the press can get a preview of the new collection. Unfortunately, the coronavirus threw a spanner in the works and the launch event got called off. It was up to us to bring this cool summer collection under the attention. We did this with the Zo(o)mer campaign, with the corresponding pay-off: Business on the top, casual at the bottom. A nod to the outfits of people working from home.
To give shape to this campaign, we organized a photoshoot where the Zo(o)mer-outfits were brought to life. The models were dressed in a business garment on the top and a summer garment on the bottom, something many people working from home were guilty of so that they appeared as a well-dressed colleague during a Zoom meeting, but mentally they already made the decision to enjoy the summer after working hours.