“GOODBYE STEREOTYPES, HELLO ZEROTYPES”

For its latest campaign, Zalando tackles one of the big obstacles to diversity and freedom; stereotypes. The work sets out to say goodbye to outdated stereotypes and make them a thing of the past. In turn, it welcomes us to a richer world of freedom and coins the new term Zerotypes.

The last line, “Goodbye stereotypes. Hello Zerotypes,” draws the campaign together, tying in with the nature of ‘the in-between season’ spring and inherent freedom that comes with being undefinable, embodying Zalando’s Free to be brand positioning. Free to be encourages everyone to be who they really are with no one dictating what to think, feel or wear.

The film is the centrepiece of the campaign, and it will be shown on TV and social media and further translated into print, OOH and Zalando-owned channels.

Eye-catching print work captured by Tom Craig and engaging social films directed by Tash Huang.

Brought to life in a bold and playful campaign, Zalando celebrates a world beyond stereotypes for Spring – the season that is all about changeability – allowing everyone to express their multifaceted nature through what they wear. Zalando’s ambition for the campaign is for the ‘Zerotypes’ message to spark a wider conversation around the outdated cultural stereotypes that still remain.

The end line, ‘Goodbye stereotypes. Hello Zerotypes.’ draws the campaign together, tying in with nature of ‘the in-between season’ Spring and inherent freedom that comes with being undefinable, embodying Zalando’s Free to be brand positioning. Free to be encourages everyone to be who they really are with no one dictating what to think, feel or wear.

Sofia Calatayud.