Zalando launches new summer campaign, Activists of Optimism


BERLIN, May 23, 2021 / PRNewswire / – WATCH A MOVIE HERE / IMAGES HERE

Zalando, Europe The leading online platform for fashion and lifestyle, today launches its new “Activists of Optimism” campaign celebrating people who spark positivity. After a year of global closures and restrictions, the campaign aims to celebrate and spread optimism by simply making people smile.

Launch on 23 May Across all Zalando markets, the “Activists of Optimism” campaign provides a stage for people to release their feelings, embrace positivity and spread joy. It consists of 22 videos of affirmative action actors, all created as 15-second social shorts, which were then woven together into a vibrant TV commercial. The campaign video is accompanied by a series of still images of European designers who represent positivity in their own way. Individual shot by a photographer based in Spain Jorde Perez Ortiz, each image is covered with the statement in bold: “Activists of Optimism”. Cast on social media, 11 positive activists including a Dutch influencer and model Rianne meijer and French dancer, Salif Gueye, known for their upbeat 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, resulting in a virtual celebration of togetherness on 21st of June, the longest day of the year.

“After a year of confinement, for our 2021 summer campaign, we wanted to celebrate the season of hope and optimism by making people smile and offering them a stage to freely express optimism”, Ralph rijks, Zalando’s vice president of global marketing comments, “We define optimism activist through people who bring joy to others and to themselves – whether it’s a song, a dance or a tutorial of innovative makeup on TIC Tac, it is these little optimistic gestures that connect us and spread joy. The campaign brings our 2021 global story to life of turning optimism into positive action (for yourself and others) through exhilaration. by the joy of living.

The casting of the 11 “Optimism Activists” was done entirely via social media, focused on the content and activities of the creators who represented the campaign message, reach and size of the social media platform. of the creator being secondary. The film features positive and talented creators, including dancer, Salif Gueye who is renowned for his upbeat dance style performed in the streets of Paris; Dutch influencer and model, Rianne meijer who is known for her authentic images of body confidence on social media; and model and author, Naomi Shimanda, who embraces positivity through fashion.

The upbeat feature film TVC is shot by London-based director, Lucy luscombe, which was recently included in Dazed’s Top 100 Global Creations and was featured on Robin S’s song Show Me Love. The campaign will come to life in multiple formats: Jorge Perez Ortiz, DOOH, had social channels belonging to this campaign’s diverse cast, “positive listening” ads on Spotify, as well as wild posters and colorful murals in key markets. The 360 ​​° campaign was created in collaboration with the creative agency Kolle Rebbe.

#Optimism activists


Notes to Editors:

* All images were taken in accordance with government guidelines on COVID-19, specific to each country at the time of capture. All security measures have been put in place at all filming locations around the world to ensure that every person featured follows COVID security measures.


Zalando ( is Europe leading online platform for fashion and lifestyle. Founded in Berlin in 2008, we brought fashion from head to toe to approximately 42 million active customers in 17 markets, offering clothing, footwear, accessories and beauty products. The assortment of international brands ranges from world famous names to local labels. Our platform is a unique fashion destination for inspiration, innovation and interaction. As Europe The hottest tech company, we work hard to find digital solutions for every aspect of the fashion journey: for our customers, our partners and every valuable player in Zalando’s history. Our vision is to be the starting point of fashion and a sustainable platform with a net positive impact for people and the planet.


Intelligent: [email protected]


For more than 25 years, Kolle Rebbe has been one of the most creative communication agencies in the Germany, where strategists, creatives and specialists from all disciplines develop integrated communication solutions across media and national borders. 280 people from 20 nations are also inventing original products and supporting start-ups in the midst of that of Hamburg iconic Speicherstadt. Kolle Rebbe has been part of Accenture Interactive, the world’s largest digital agency, since 2018.


Born in London, Lucy studied at Central St Martins before quickly establishing herself as a person to watch. Lucy has received a number of high profile accolades including Underwire’s Outstanding Talent; BFI Future Film Award, UK Music Video Award nominations for work with John Grant, Darkstar and Tiny Carriages in addition to being included in the 100 best world creations of Dazed and Confused


Spain based Jorge Perez Ortiz is a fashion photographer. His work is inspired by everything that surrounds him. Questions such as gender, fashion as a human identity or the contrast of tradition and fashion are reflected in her photographs which explore a new language to show fashion. Its use of sunlight and deep blue sky matches perfectly with the Zalando 2021 summer campaign.

Jorge’s recent work includes works for Lacoste, Nike, Loewe, Bershka and Mango.

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Twins TikTok, Sash and Lala for Zalando's summer campaign, “Activists of Optimism,” which aims to spread positivity and optimism, captured by photographer Jorde Perez Ortiz.

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SOURCE Zalando

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