What will I wear – who hasn’t faced that dilemma? Now “owned” by Zalando after it was introduced during a brand refresh in September, the question moves into the festive season. Mother London addresses the question and Zalando solves the problem – again.
The holiday campaign highlights the company’s commitment to helping customers find the best fashion and lifestyle choices through a focus on quality, inspiration, and entertainment.
“This holiday season, we are addressing the world’s biggest yet smallest question – the universal fashion dilemma – in a relatable and playful way. We aim to help our customers feel confident in their choices, no matter the occasion, by being the destination for style inspiration and quality fashion,” stated Sara Spännar, VP marketing at Zalando.
The campaign captures the familiar moment of wardrobe indecision – the “towel stare.” The protagonist is played by German actress and influencer, Sofie Eifertinger, known internationally for her lead role in the Netflix series, KITZ.
“Nothing screams ‘What do I wear?’ quite like the existential dread that strikes while sitting on your bed, wrapped in a towel, staring blankly at the wall. During the holiday season, this decision paralysis only intensifies. Juggling multiple events in quick succession turns the simple act of choosing an outfit into a full-blown catastrophe. In this film, we follow the journey of how one innocent ‘towel stare’ spirals into a holiday wardrobe nightmare. But don’t worry — Zalando is here, to save the season with perfect outfit solutions.” added Martin Rose, executive creative director at Mother.
The campaign will run from December 3, 2024, until January 31, 2025, across TV, social media, and Zalando’s Stories platform, with the new phase centred on supporting customers as they embrace the new year, prioritising fitness and wellness with stylish, functional gym wear.
Credits:
Client: Zalando
SVP Design, Marketing and Content: Anne Pascual
VP Marketing: Sara Spännar
Brand Communications & Initiatives: Eloisa Siclari, Debora Dona, Elodie Mourier, Claudia Cardona Amoros
Creative Direction: Morten Grubak, Lena Schäfers, Amanda Berndt Julio, Marcos Cabrera Garcia, Simon Tazman, Verity Charmer
Talent Management: Andreas Menelaou, Janifa Brandenburg, Boy Freij
Production Management: Milena Steinke, Abi Bashorun, Claire Hothy, Leonie Knorr
Global Media: Carina Visintin, Alessio Stringari
Global Social Media: Sytske Donselaar, Maria Cecylia Stasiecka
Brand Design: Ginger Balanga
Creative Agency: Mother
Strategy: Mother
Creative: Mother
Media Agencies: Dentsu and CrossMedia
Film Production: Academy Films
Editor: Paul Watts @ The Quarry
Sound: Jack Sedgwick @ King Lear
Post VFX: Black Kite
OOH Production: DMB
Agent: Lexie Mullins
Retouching: Kusthrim Kunushevci & Jam Imaging
Social Director: Liam Wilson
Post Production: Vayner Media
