Miriam Bryant
In 2021 Zalando is continuing the collaboration with leading singer/songwriter Miriam Bryant for the Swedish market. Miriam Bryant advocates for Mental Health and Feminism and naturally communicates the Zalando values and positions Zalando as a loved brand in Sweden.
Let’s Not Go Back To ”Normal”.
The Insight
Miriam's passion for talking about mental health and the challenges that 2020 has brought has made her even more relatable. Her honest and open approach has evoked a sense of togetherness in times of uncertainty and Miriam shares our positive outlook for the future, which gives hope for 2021.
The Story/Idea
The campaign follow Miriam back stage the minutes before entering the stage. The film catches the excitement and joy of returning to the stage and meet her fans again. Miriam reflects on how we can make the come back to the ”normal life” better - diversity, inclusivity and equality should be the new standard.
The Execution
The 60 second film is inspired by the opening scene
in the movie ”Bohemian Rahpsody”, where we follow
Freddy Mercury from his trailer, through the entire
back stage area of Wembley Stadium, and end on
the moment when the curtains are pulled,
and the expectant crowd cheers.
Campaign Film
CAMPAIGNS Stills
Zalando Creative In-House
Concept & Art Direction: GLAZIONE ROCHA
Concept & Copywriting: SAMUEL BAKOWSKI
Campaign Managers: CLAUDIA GEBHARDT & AMY ROBINSON
Account Manager: DAGMARA RECZKA