US actor Willem Dafoe helps Zalando appeal across demographics
Online fashion and lifestyle retailer Zalando has enlisted Wieden+Kennedy Amsterdam for a demographic-spanning campaign, What Do I Wear?
When I was a wee lad, the older generation tended to dress a bit like Victorian schoolchildren, and it was an omnipresent mystery working out where on earth they were buying these dour grey and beige ensembles.
That’s all changed now. Frankly, the youth often take the lead from their Boomer grandparents. It came as little surprise then, that I found myself wondering if I could pull off Willem Dafoe’s utilitarian chic look in the new Zalando ad.
Who is Zalando?
Zalando, a German online retailer of shoes, fashion and beauty, is active across Europe, with more than 51 million active users in 25 European markets. Its advert, however, is decidedly US-centric, with a New York-style metro train, and a spate of Hollywood actors.
The campaign is a total repositioning of the brand, revolving around a scene set in a bustling metro, set to the Bomfunk MC's ‘Freestyler’: a track that was a little ‘whack’ when it came out but has aged with a certain carefree gravitas.
A diverse range of characters discuss what to wear for different occasions, from visiting grandparents to securing a spot on public transportation. The ensemble cast features actor Willem Dafoe, actor and model Brigitte Nielsen, and model Luka Sabbat.
These individual scenes are expanded into five shorter clips, each delving deeper into the lives of the characters.
Directed by Aube Perrie, who recently collaborated with RM of BTS and Fontaines DC, the campaign was brought to life by director of photography Christopher Ripley and editor Gwen Ghelid, who also worked on Perrie’s previous music video projects. Complementing the video campaign, a series of print ads were shot by photographer Sophie Jones, capturing moments like a first kiss and an ex-boyfriend’s wedding.
Our take
The campaign is a celebration of clothing aficionado's unique personal expression, and how it makes them feel, with Zalando positioned as the guiding hand in these decisions.
Alongside the films is a captivating series of posters photographed by Sophie Jones, featuring characters in relatable yet playful moments—like experiencing a first kiss, attending an ex-boyfriend’s wedding, or celebrating a 60th birthday.
The campaign strikes a balance between humour, style, and authenticity, encouraging viewers to embrace fashion in their unique way for all of life's occasions.
Credits
Agency: Wieden+Kennedy Amsterdam
CCO, Creative Director: Susan Hoffman
CSO: Nick Docherty
Creative Leads: Anyaa Dev, Ane Santiago Quintas
Creatives: Morgane Lambert, Ana Clé
Production Company: Pulse Films
Director: Aube Perrie
DoP: Christopher Ripley
Editor: Gwen Ghelid
Audio Post: 750mph
Music: Tracks and Fields
Post: Selected Works
Photographer: Sophie Jones
Art Buyer: Darklight
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