Zalando "Here to stay" by Anomaly Berlin

Online fashion platform Zalando is showcasing its summer collection with a celebration of gender fluidity and body positivity.

The ad begins as a group of men record a freestyle rap on Instagram Live, which travels through the web at lightning speed to reach people from all walks of life, including LGBT+ couples, plus-sized models and disabled people. A trans person showcases their post-op scars online as people continue vibing to the ad’s hip-hop beat. It ends with the tagline "this is all here to stay" – a nod to the brand’s commitment to sustainability, diversity, inclusion and female empowerment.

The digital campaign launched alongside outdoor activity. It was created by Lukas Rohde, Omar Khairy, Blaz Verhnjak, Sebastian Lyman and Karin Reinecke. In February last year, Zalando launched a spot that said farewell to stereotypes, "Zerotype".

 

Credits

Brand
VP global marketing
Head/ lead of global marketing
Senior global marketing manager
Junior global marketing manager
Visual merchandising manager
Global marketing production
Lead global marketing production
Senior global marketing producers
Junior global marketing producer
Global creative direction
Head of creative direction
Creative direction lead
Art director
Global culture, social media and influence
Director global social media, PR and influencer marketing
Lead social media strategy
Junior manager social media strategy
Lead global PR strategy
Senior global PR strategy manager
Junior global PR strategy manager
CEO & partner
Executive creative director
Chief strategy officer
Business director
Account director
Senior project managers
Senior producer
Creative director
Senior art director
Art director
Copywriters
Creative intern and art direction

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