Zalando: Dress code freedom

Zalando, an online shop, launched a campaign in Finland to communicate the brand's values and engage people to the brand.

Background

Zalando is a German online shop selling shoes, clothing and lifestyle products. The company operates in 14 countries.

Zalando is widely known for its fashion but less so for its values. Diversity and inclusion are, however, important values for Zalando, and they have guided its operations for years.

Brief and objective

Zalando genuinely wants to enhance equality and became Helsinki Pride's main partner for the second time. Our goal was to think about how this partnership is reflected in Zalando's communications in a way that makes a strong statement about the values of diversity and inclusion and in a...

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