Zalando Activists of Optimism 2021

Mira Van Lierop

Zalando Launches New Summer Campaign: Activists of Optimism

Zalando is about to make our summer a whole lot more fun! With their newest campaign, ‘Activists of Optimism’, Zalando aims to put a smile on people’s faces by celebrating and spreading optimism.

For their newest campaign, Zalando cast 11 European positive activists through social media to breathe life into Activists of Optimism. Among those activists are the Dutch model and influencer Rianne Meijer, who is known for her authentic body confident images, the French dancer Salif Gueye, who takes to the streets of Paris with his upbeat dance style, and Naomi Shimada, who embraces positivity through fashion. 

Vibrant videos 

Kicking off on May 23rd, Activists of Optimism consists of 22 videos, each 15 seconds long and made by the positive activists. The short clips were interwoven with one another to create a vibrant and joyful TV commercial, shot by London-based director Lucy Luscombe. To add a little something extra to the campaign video, Spanish photographer Jorge Perez Ortiz captured a series of images of European creators who represent positivity in their own unique way. Each image is then overlaid with the bold statement: Activists of Optimism.

Zalando Activists of Optimism 2021

@rianne.meijer

Festival Of Optimism

What’s so remarkable about the campaign is that the launch is supported by a 360° marketing initiative called the Festival Of Optimism. Meaning that throughout Europe, several events and pop-up moments will be launched to inspire people to smile, dance, and sing. You can expect stills photography by Jorge Perez Ortiz, ‘positive listening’ adverts on Spotify, and colorful murals across key markets like France, Germany, and Italy (just to name a few). Sounds amazing if you ask us! And it will all culminate in a virtual celebration of togetherness on June 21st aka the longest day of the year (or the longest Day of Optimism). 

Zalando Activists of Optimism 2021

@cktrl

Zalando Activists of Optimism 2021

@embwoi

Zalando Activists of Optimism 2021

@baileyjmills99

Zalando Activists of Optimism 2021

@naomishimada

Zalando Activists of Optimism 2021

@troymagician

Zalando Activists of Optimism 2021

@kim_____hoss

Zalando Activists of Optimism 2021

@therealduchesca

Zalando Activists of Optimism 2021

@salif_crookboyz

Zalando Activists of Optimism 2021

@sagg_napoli

Zalando Activists of Optimism 2021

@lalyahaicha_twinsies

Photo credits: Zalando

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