Director: Leila & Damien DE BLINKK c/o Emeis Deubel
Advertising Agency: Mother London
Music: Metronomy 'Salted Caramel Ice-Cream'
In the Spring and Summer campaign ‘Goodbye Stereotypes. Hello Zerotypes.’, ZALANDO bids farewell to outdated stereotypes. And at the same time, the loud campaign coins a new term to underscore the self-fulfillment of each individual human being: Zerotypes. The commercial created by Mother London – directed by Leila & Damien De Blinkk c/o EMEIS DEUBEL – takes viewers on a trip to an amusement park where the same scene is repeated again and again. While the same situation is shown repeatedly, the roles and outfits of the protagonists change – not lastly thanks to Zalando’s multifaceted styles. The spot finale shows a world which reflects the diversity of our day and age. A wonderful fashion film by Leila & Damien De Blinkk.
“As Europe’s leading online platform for fashion & lifestyle with more than 29 million customers, we understand how multifaceted the style of each individual is and believe that stereotypes are something modern society can do without,” says Jonny Ng, Director Marketing Strategy & Campaigns at Zalando. “Our Spring & Summer 2020 campaign celebrates Zerotypes – who stand for the firm belief that people should be free to be who they are, without specific types, expectations, or limits, which could define them. Free to be.”
The film at the heart of the campaign is appearing on TV and across social media, supported by print, Out of Home and Zalando’s own channels. The music for the TV campaign is ‘Salted Caramel Ice-Cream’ by Metronomy from their new album..
Director Marketing Strategy & Campaigns: Jonny Ng, Campaign Management: Marie Frickel, Claudia Gebhardt & Abiola Muritala, Fran Huang, Account Management: Paul Dombek, Naomi Scholz, Art Director: Marco di Stefano, Visual Merchandiser: Louise Mcilroy, Global Social Media Manager: Alexandra Droener.
Damien and Leila are an innovative, exciting and unconventional collective, who playfully resist definition. Two strong characters whose individual talents fuse in collaboration, their work is highly sought after as a fresh dynamic in fashion, editorial and advertising. Creating award-winning campaigns in print and film, they like to push and provoke, share discussions and seek out people who stimulate new avenues of creativity. Demand for the couple’s aesthetic and attitude has seen their parallel film-making practice develop into a major part of their work, which beautifully shows in their cinematic way of looking at stills.
While on set in South Africa shooting a campaign off the back of a TVC, Cecil ARP c/o EMEIS DEUBEL captured these two series of sideshots – ‘Wedding Crashers’ and ‘Breakfast Club’.