Zalando Swiss
BRIEF
For Spring/Summer 2025, we need a hyper-local creative concept rooted in the global ‘What do I wear?’ storyline. The goal is to strengthen brand perception, particularly in terms of likeability and brand fit, while engaging a broad fashion-conscious audience aged 18–45 through locally relevant and relatable storytelling.
Challenge
How can we tell a story that feels distinctly Swiss, while still fitting within the broader Zalando brand universe? The concept must feel authentic, spark recognition, and reflect the subtle nuances of how Swiss people interact and express themselves in summertime.
SOLution
We capture everyday summer life at a Swiss Lido, where people from all walks of life meet, relax, and interact in subtly humorous ways. As the lunch break ends, everyone prepares to leave, transitioning from swimwear to their next outfit. Here our hook comes in: ‘What do I wear next?’ A simple, relatable moment that ties local culture to Zalando’s fashion story.
