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Zalando: Free To Be
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This Autumn/Winter, fashion and lifestyle platform, Zalando, will use the new season to reveal its new brand positioning and line: Zalando. Free to be. The TVC stars freethinkers Adwoa Aboah, Alice Hurel, Felicity Hayward, Rain Dove and Leroy Mokgatle, the campaign showcases the broadest fashion assortment in Europe, offering new season styles that allow customers to feel free to be themselves. Partnering with London-based creative agency Grey, Zalando’s AW19 campaign tells the emotionally engaging story of those who choose to be who they want to be and wear what they want to wear, free of judgement. The TVC begins with alopecian model Alice Hurel and an empowering voice over that carries the story on to teen ballet dancer Leroy Mokgatle, dancing through the streets of Lisbon. Next, curve model, Felicity Hayward shows just how big she can be, stepping out of an out-of-home ad. Supermodel and activist Adwoah Aboah finds her space in a chaotic world, while Rain Dove challenges gender norms, free to be multiple versions of themselves. The voiceover tells a liberating manifesto and finishes the commercial reminding every customer to be free to be yourself, always. The commercial was directed by British director, Georgia Hudson (Park Pictures), known for her work with the likes of Nike, Under Armour and P!nk.
Planner: Sarah Oberman Related
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