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United by Orange
The Dutch society is a diverse group of people that don’t always get along. 010 vs. 020. Randstad vs. Province. But during two collective moments, the Dutch unite. When a Dutch sports team plays and during King's day. For both occasions, we dress in orange. Especially in times where society was more distant we needed a reminder of the King's day spirit that connects us all.
This is where the foundation of the strategy arises. As the unique starting point of fashion, Zalando took the opportunity to build cultural relevance by showing that collectively wearing orange unites us. The creative platform: United by Orange resulted in a community-first campaign where anyone was able to wear orange during King's day.
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