Zalando launches campaign against stereotypes
With the current campaign "Goodbye Stereotyes. Hello Zerotypes." Zalando is tackling what remains one of the biggest obstacles to diversity and self-actualization: Stereotypes.
In a study conducted by Zalando in collaboration with YouGov in selected markets, 89 percent of respondents said that stereotypes still exist for them in today's society. 47 percent even said that they have increased compared to the past. The media was cited as the main cause, with 57 percent citing film and TV shows, and 60 percent pointing to advertising.
The new campaign aims to break away from this and challenges common notions. The idea is to encourage people to say goodbye to classic stereotypes and rediscover themselves fashionably: "'Zerotypes' stand for the belief that people should be free to be who they are - without specific types, expectations or boundaries to define them," says Jonny NG, Director Marketing Strategy & Campaigns at Zalando.
The campaign, developed by Mother London, is the third part of Zalando's "Free to be" brand positioning, which celebrated its launch last September. It was directed by Leila & Damien De Blinkk. The campaign launched on Sunday in all 17 of Zalando's markets and will be played out across all digital channels as well as paid and organic social media, OOH, print, TV, cinema and radio.
