The Dutch society is a divers 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 Kings day. For both occasions, we dress in orange. Especially in times where society was more distant we needed to be reminded about the importance of that Kings 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 show that collectively wearing orange unites us. The creative platform: United by Orange was born. This is where the team elaborated on for the brand activation and created the following campaign.