Zalando says it's taking a stand against stereotypes in new campaign
Feb 24, 2020
E-tailer Zalando has unveiled its latest campaign and said it’s tackling “one of the big obstacles to diversity and freedom… stereotypes”. The creative work aims to "say goodbye to outdated stereotypes and make them a thing of the past. In turn, it welcomes us to a richer world of freedom and coins the new term Zerotypes,” we’re told.
The “bold and playful campaign celebrates a world beyond stereotypes for spring — the season that is all about changeability — allowing everyone to express their multi-faceted nature through what they wear”.
The company wants to spark a wider conversation around the outdated cultural stereotypes that still remain, citing a YouGov study it commissioned in select markets that found 89% of respondents believe stereotypes continue to exist in today’s society. And 47% think the problem has got worse. They blame the media, movies and TV for this.
“As Europe’s leading fashion platform with more than 29 million customers we understand the wide variety of each person’s individual style and that stereotypes have no place in modern society,” said Jonny Ng, Director Marketing Strategy & Campaigns at Zalando.
The campaign was created by its agency, Mother ,in London and directed by Leila & Damien De Blinkk. The film takes viewers on a journey through a funfair, repeated in a loop. “At first, the journey reflects the familiar and expected stereotypical portrayal of a funfair,” the company said. “As we revisit the same situation repeated times, the characters’ roles and fabulous outfits become more unexpected, having transformed with the help of Zalando’s wide assortment of styles. In the final play, we arrive in a new world that reflects the diversity of today, where any style is welcomed and everyone is free to be multi-faceted. We see that our characters have broken free of their stereotypes and are now free to be their Zerotype selves”.
There’s also a print campaign shot by Tom Craig and social films directed by Tash Huang.
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