Spreading smiles and insinuating a new vein of optimism. This is the goal of “Activists of Optimism”, the new campaign of Zalando aimed at celebrating people who are committed to spreading positivity.
The protagonists, eleven faces selected through a casting on social media, including the Dutch influencer and model Rianne Mijer and the French dancer Salif Gueye, which with their contents have given life to a lively spot. The video, in fact, collects 22 short video messages, born as social content of 15 seconds, grouped in a single and funny story.
To accompany the video of the campaign, a series of images, taken by the Spanish photographer Jorde Perez Ortiz, of “creators of good humor” from all over Europe, who represent this positive spirit in a unique way.
“After a year of blocks, for our summer 2021 campaign, we wanted to celebrate the season of hope and optimism by making people smile and provide them with a stage to freely express optimism, ”he comments Ralph Rijks, Vice President of Global Marketing at Zalando, “We call optimism activists those people who bring joy to others and to themselves – whether it’s a song, a dance or an innovative makeup tutorial on Tik Tok, it’s these optimistic little acts that connect and spread us. joy. The campaign brings to life our general narrative of 2021, to transform optimism into positive action (for you and for others) through the joy of living life. “
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