Zalando
LEX#Zerotypes
For its 2020 spring campaign, Zalando tackled one of the big obstacles to diversity and freedom: stereotypes. In a study run in partnership with YouGov across select markets, Zalando found that 89 percent of respondents felt that stereotypes continue to exist in today’s society. Media was, expectedly, identified as the main culprit. The campaign set out to end to outdated stereotypes , position Zalando as the starting point for liberated shoppers, and empower fashion choices regardless of size, age, or gender. To capture this freedom of choice and self-expresssion, Zalando coined a new term: Zerotype - A person or belief not confined to one idea, type, expectation or limit.
In partnership with Zalando and Mother, B-Reel developed a creator-led content campaign. Enlisting an enigmatic team of non-conforming influencers, we represented a vast spectrum of zerotypes. Each had their own unique message, turned on its head with the simple removal of one negative word.
Inventive social interaction was developed to make use of the 'tagging' feature in Instagram's UX, changing the wording and intention when tapped. Copy for both the images and the captions were created for each individual creator, tailored to their personalities and fashion choices.
These posts below are just a sampling of the diverse content acros this broad social campaign.
