Zalando

United by Orange

 

Background and Ask

During Kingsday, Zalando wanted to create local relevance for its brand.

 

Approach

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.

 

That's is where the foundation of the strategy arises.

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

The creative platform: United by Orange resulted in a community-first campaign where anyone was able to wear orange during Kingsday.