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Zalando launches its new summer campaign “Optimism Activists” | 24.05.21

The aim of the campaign is to spread optimism across Europe this summer by giving the stage to people who translate their optimism into positive action.

There are 11 positive activists from all over Europe, including Dutch influencer and model Rianne Meijer and French dancer. Salif GueyeKnown for their optimism in content creation

– The campaign is backed by a large-scale marketing initiative, the Festival of Optimism, a series of pop-up events and visual presentations in key markets such as France, Italy, Germany and Sweden, which will begin on June 21 with the “longest day of optimism” reaching its climax.

Berlin24. May 2021 / PRNewswire / – Watch the movie Here / You will find the pictures Here

Zalando, the leading European platform for fashion and lifestyle in Europe, is launching its new “Optimism Activists” campaign today, to celebrate people who like a positive attitude. After a year of lockdowns and restrictions around the world, the campaign aims to go beyond the simple measure of making people smile, celebrate and spread optimism.

The “Optimist Activists” campaign starts on 23 May in all Zalando stores and provides people with the opportunity to unleash their feelings, think positively, and spread happiness – short films were created for a second, then grouped together into a lively TV commercial. The campaign video accompanied by a series of still images of European creators filming Positivity in their own way, every photo by Spanish photographer Jorge Perez Ortiz bolds this statement: “Activists of Optimism”. There are 11 positive activists on social media, including Dutch influencer and model Ryan Meijer and French dancer. Salif Gueye, Known for creating optimistic content, bring the campaign to life.

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The launch of the campaign will be supported by a 360-degree marketing initiative – the ‘Festival of Optimism’, which will consist of a series of events and moments pop-up across Europe that will inspire people to laugh, dance and sing. The festival is a virtual celebration of solidarity on June 21, the longest day of the year.

“After a year of restrictions, our 2021 summer campaign wanted to celebrate the season of hope and optimism by making people laugh and giving them a stage to express their optimism,” he explains. Ralph Rex, Vice President of Global Marketing at Zalando. “We define optimism activists as the people who bring joy to others and themselves. Whether it’s a song, dance, or an innovative makeup tutorial on Tik Tok, it’s these optimistic little businesses that connect us and spread joy. The campaign awakens all our inclusions.” The point of 2021 to live, to transform optimism through the joy of life into positive action (for yourself and others). “

Eleven “optimism activists” were selected exclusively on social media and focused on content and design activities that matched the campaign’s message. The reach and size of the artists’ social media platform was secondary. The film shows positive and talented creative people, including the dancer Salif GueyeKnown for his optimistic street dance style Paris The celebrity is Dutch influencer and actress Rianne Meijer, known for her true-to-life body photos on social media, and model and author Naomi Chiemanda, who conveys positivity through fashion.

The delightful full-length TV movie was shot by London filmmaker Lucy Loscombe, who was recently chosen as Dazed’s Top 100 Creators Worldwide, and is backed by a song by Robin S. The campaign has been revived in a variety of formats: from portraits Jorge Perez Ortiz Through outdoor ads and social channels for the various campaign actors, Spotify “positive listening” ads for wild posters and colorful murals in the primary markets. The comprehensive campaign was developed in collaboration with creative agency Kolle Rebbe.

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# Activists of optimism

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Notes to editors:

*all the pictures According to the regulatory guidelines for COVID-19 of each country at the time of registration. At all filming locations around the world, all security measures have been taken to ensure everyone who appears to be in compliance with security measures for COVID.

Information about Zalando:

Zalando (https://corporate.zalando.comIs the leading European online platform for fashion and lifestyle. Zalando was founded in 2008 at Berlin Today, about 42 million active customers in 17 countries offer products from the clothing, footwear, accessories and cosmetics industries. The range includes world famous international brands as well as local brands. Our platform is a central point of contact for fashion, inspiration, innovation and interaction. As Europe’s most fashionable tech company, we are constantly looking for new digital solutions for every part of the shopping experience – for our customers, partners and all other players who want to form Zalando with us. Our goal is to become the focal point of fashion and to be a sustainable platform with a net positive impact on people and the planet.

Press inquiries:

SMARTS: [email protected]

About Coolie Ribey:

Kolle Rebbe has been one of Germany’s most innovative communications agencies for more than 25 years. Here strategists, innovators and specialists from all disciplines develop integrated communication solutions across media and national borders. 280 people from 20 countries design original products and support startups in the center of Speicherstadt in Hamburg. Kolle Rebbe has been part of Accenture Interactive, the world’s largest digital agency, since 2018.

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Information about Lucy Luscombe

In the London Nee Lucy studied at Central Saint Martins College of Art and Design before starting her rise in the media. Lucy has received a number of notable awards including Underwire’s Outstanding Talent, a BFI Future Film Award, and UK Music Video Award nominations for her work with John GrantAnd Darkstar and Tiny Carriages. It is also one of Dazed and Confused’s Top 100 Designs worldwide.


Spaniard Jorge Perez Ortiz He is a fashion photographer. His work has always been inspired by his surroundings. Topics such as gender and fashion as a person’s identity or the contradiction between tradition and fashion are reflected in his images, which present fashion in a completely new way. Its use of bright sunlight and a deep blue sky fits perfectly with Zalando’s 2021 Summer Campaign.

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

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