The Brief :

Get Young People… To view Zalando SW as a legit streetwear provider… By defining the brand’s voice and feeling in the culture…

The Problem :

One of our interviewees during the research process

put it perfectly :

“Zalando is alright, it’s just a bit dead.”

The Creative Solution :

One truth became clear to us early on : messaging your way to street cred doesn’t work.

If Zalando was to make the cultural radar it would need to show up differently.

So we built a festival and block party rather than a campaign.

A brand act promoting the cultural connections and curbside collisions that make streetwear matter.

The Corner hit the roads of Germany and Northern Europe to bring Zalando’s streetwear agenda to life where it matters most: the streets.

Real truly recognized real.