Makes brand culturally relevant
Zalando
Strategic Direction
Brand Activation
United by Orange
Background and Ask
During Kingsday, Zalando wanted to create local relevance for its brand.
Insight
Regarding local relevance, it's worth pointing out that for such a small country, the Dutch people are diverse and do not always get along. 010 vs. 020. Randstad vs. Province. Yet, during two collective moments, the Dutch unite. When a Dutch sports team plays and during Kingsday. For both occasions, we dress in orange.
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Idea
As the unique starting point of fashion, Zalando took the opportunity to build local relevance by showing that they understood that collectively wearing orange unites us.
Result
United by Orange resulted in a community-first campaign where anyone was able to wear orange during Kingsday.





































