Zalando

#MainCharacterEnergy

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What's the case?

#MainCharacterEnergy, meaning being unapologetically you, was a fast growing phenomenon in online culture which underlined Zalando’s long-term vision of being your true self. We jumped on this momentum, we partnered with "WTFock", an acclaimed Gen Z hit show that selects a Main Character for every season.

 

This year's Main Character is Otis, who shares this popular global energy. We integrated Zalando naturally into WTFock’s storyline through a strategic partnership designed for an audience (Gen Z) that values authenticity. While the episodes dropped at specific times, OOH visuals from Otis were displayed around their hotspots in town.