ACTIVITY
Art direction

CREATED AT
Home agency

CLIENT
Zalando

YEAR
2022

Zalando x Stieglitz

Netherlands’ annual festive occasion, Kingsday, was approaching. However, due to ongoing Covid restrictions, it remained uncertain whether in-person celebrations would be possible. How do you create relevance for Zalando during such a Kingsday?

Kingsday is about unity, party and the color orange. Especially when approaching the end of the pandemic, the urge for unity and positivity was high in the Netherlands. This provides an opportunity for Zalando to add value to the Dutch audience.

In collaboration with Stieglitz, we have developed a virtual Kingsday collection that captures the feeling of unity when we all dress up in orange. The virtual clothing collection includes a bomber jacket, bucket hat, and sunglasses, all designed with various orange patterns, and they are wearable for everyone through an Instagram filter.

With this initiative, Zalando provided everyone on social media with the opportunity to share the orange feeling and contribute to the sense of belonging. The campaign was promoted on Zalando’s own channels and supported by various media partners (Elle Magazine, RTL Boulevard, 538 Koningsdag festival) and influencers. Resulting in a total of 2.100.000 views and 1.200.000 engagements.