Streetwear SS19 (Copy)
Zalando Streetwear 2019
The Insight
Streetwear is always about following the next trend, but sometimes, to not follow is the wiser choice. With our concept “It’s what you do. Or Don’t”, we invite the audience to believe in their own style choices.
The Story/Idea
In a series of stylish urban films and ads, photographer Vitali Gelwich & director Daniel Wårdh, tell the story of a group of charismatic streetwear personalities in unexpected situations and showing the power of standing for your style.
The Execution
We present many topics considered a “must-do” in streetwear and using the copy and situations to challenge that, giving our protagonists the freedom to reject these rules and create their own.
The Campaign Film
Casting - Strong characters who mix and match their own unique way, high and low, old and new, niche and mainstream.
Linnea Öhlund, street savvy model off duty look, and the master of over the top mixing and matching.
@ndjolijean
Jean-Jacques N’djoli with his irreplaceable Instagram profile and an impeccable sense of style.
Joël Kurasinski, a rapper with street credibility and a social influencer from Valencia.
Dilan Kolkilic, Berlin street fashionista and sneaker collector.
The Campaign Stills
The Online Videos (Personal Stories)
Joël Kurasinski / Be your own inspo. Or Don’t.
Dilan Kolkilic. Keep it minimal. Or Don’t.
Jean-Jacques N’djoli. Climb Mountains. Or Don’t.
Joël Kurasinski, Jean-Jacques N’djoli & Linnea Öhlund. Be a Benchwarmer. Or Don’t.
Linnea Öhlund. Be Fancy. Or Don’t.
Onsite Banners
Social Media Content
Social Media Gifs
Social Video Paid
Social Video Organic - Interviews
Zalando Creative In-House
Concept & Art Direction: GLAZIONE ROCHA
Concept & Copywriting: SAMUEL BAKOWSKI
Campaign Managers: AMY JAYNE ROBINSON & MARCUS RIGGS
Account Manager: SANDRA LOCHE & LINNÉA SÖDERGRAN