Zalando summer campaign focuses on reopening optimism

to get back to some level of normality, it’s focusing on the feel-good factor.

Its Activists of Optimism campaign launched across Europe on Sunday and gives a stage to “real people who turn their optimism into positive action”.

It includes video shot by London-based director Lucy Luscombe and a 360° marketing initiative, the Festival of Optimism. There will be a series of pop-up events and visual displays in key markets including France, Italy, Germany and Sweden, culminating in the Longest Day of Optimism on June 21.

The stars of the campaign are 11 “positive activists” from across Europe, including musician CKTRL, Dutch influencer and model Rianne Meijer, model and author Naomi Shimanda, and French dancer Salif Gueye, who are “known for their optimistic content creation”. They were cast via social media.

Zalando said that “following a year of global lockdowns and restrictions, the campaign aims to celebrate and spread optimism through the simple act of making people smile”. 

In total there are 22 videos of positive action takers, all created as 15 second social shorts, which have then been woven together into “a vibrant TV commercial” by Luscombe. The still images accompanying this were shot by Spain-based photographer Jorde Perez Ortiz. Each of the images is overlaid with the statement: Activists of Optimism.

Ralph Rijks, Zalando’s Vice President of Global Marketing, said: “We define activist of optimism through people who bring joy to others and themselves — whether it is a song, a dance, or an innovative make-up tutorial on TikTok, it is these small optimistic acts that connect us and spread joy. The campaign brings to life our 2021 overarching narrative of turning optimism into positive action (for yourself and others) through the joy of living life. The campaign brings to life our 2021 overarching narrative of turning optimism into positive action (for yourself and others) through the joy of living life.”