manarchy - zalando

seasonal CAMPAIGN by zaland0

BRIEF
To Launch the new Menswear Campaign for Zalando in the German (DACH) market in a new, unseen way.

INSIGHT
The very definition of what it means to be a “man” has changed in the last few years. Hence, the stereotypes of Menswear must also be thoroughly challenged.

IDEA
Let’s make the whole campaign about challenging the status quo of menswear. You decide what’s man enough. And you decide what’s manly enough to wear. Time for Manarchy

manifesto

still ads

campaign announcement

With our key testimonial, Aurel, we launch the whole campaign as an open question to the public. “How do you make a Menswear Campaign in 2021?” He posted on his Instagram this open question to various people who would help him develop the campaign.

SOS-CALLS & CASTING

Aurel reached out to various people; photographers, stylist, creative director and also all his followers to find out what makes a man in 2021. And more importantly what makes a Menswear Campaign. The response he received eventually shaped the final campaign.

OOH

paid films for social

CAMPAIGN CONCLUSION

At the end, Aurel concluded that in 2021, we cannot put one solitary definition on a man. What it means to be a “man” has never been more fluid. What is okay for a man to wear, similarly, has never been open. That’s why Zalando created a campaign using models, who came in all shapes and sizes with different styles. Because, men are just beautiful, whatever they chose to be.