Based on Zalando's fall/winter 2024 slogan "What do I wear?", the series features a female protagonist from the Annabelle-universe, presenting her personal style and three outfits styled by her. Inspired by everyday situations such as a Business meetingone Girls Night Out or a Weekend in the mountainsthe 40-second short-form videos are intended to show the versatility of the Zalando range and the personal style of the protagonists.

The videos were realized by the Zurich production company Marty-Trezzini and published in the Annabelle-Viaduktbogen, the home of the editorial team. Each video is accompanied by a voiceover of the respective protagonist.

The videos appear in portrait format as Instagram reels, supplemented by an article on Annabelle.ch. In addition, the series will be shared on TikTok and supported by partner content articles on Annabelle.ch and teasers in the Annabelle-newsletter.

"Our collaboration with Zalando shows what innovative native advertising can look like: It combines authentic storytelling with high-quality fashion content. The reels give users a personal insight into the style of our protagonists and at the same time provide inspiration for their own outfits," says Laura Catrina, Head of the Annabelle Content Studio.

The first three Zalandox videosAnnabelleCollaboration have already been published, the others will be played out by mid-January.

Responsible at Annabelle: Laura Catrina (Head of Commercial Content), Sophie Eggenberger (Head of Events & Product Manager), Maryama Lewis (Project Manager Commercial Content). Responsible for Zalando: Maximilian Straubmüller (Senior PR Manager AT/CH). Responsible at Marty-Trezzini: Alix Gerber (Project Lead), Romina Häner (Art Director), Emil Maeder, Pauline Schmid.

In September, Zalando presented its new brand positioning, which represents a decisive step towards becoming the leading European ecosystem for fashion and lifestyle e-commerce. The new direction aims to strengthen customers' sense of style and fulfill their needs through quality, lifestyle and inspiration.

Driving forward the development of the brand

To realize this vision, Zalando is further developing its media approach with the aim of driving the development of the brand and ensuring scalability in all markets. This also includes the expansion of the in-house media strategy and planning.

Crossmedia's tasks include global brand strategy and innovation as well as the development of media plans for 25 local key markets, taking into account the company's global strategy guidelines. In addition, Crossmedia will take on an advisory role to ensure the implementation of the customized and flexible media strategy.

On November 10, 2022, this year's winners:inside will be announced at the Award show in Zurich's Kaufleuten chosen.

After the six bronze winning projects were announced at the beginning of October, the first silver awards now follow - for Serviceplan, Jung von Matt Limmat, Rod and Wirz:

DillySocks "How to knock the socks off a boy" (Category: Social Media)

With a very small budget, it was possible to get the most out of the social channels used, tap into a new customer group and create the growth necessary for survival with a +57% increase in sales during the Christmas period.

With a small budget in an oversaturated market with strong, established competition, a new group of customers must be tapped and growth necessary for survival created. For this purpose, the awakening urge to move in the coming spring was picked up in a first phase (awareness), in order to then address the expression of one's own personality in phase 2 - always with colorful socks and recommended for imitation. The #DillyGaloppChallenge went viral and DillySocks gained over 10,000 new followers - on a channel only followed by a few hundred people before. In phase 2, the new and existing customer groups were again animated with the creation of "Ugly Soxmas Sweaters" and DillySocks was able to capitalize on the newfound awareness: the Christmas business, which is so important for the company, was massively boosted with an increase in sales of +57%.

• Client: DillySocks
• Lead Agency: Serviceplan Suisse
• Other agencies / companies: Surpreme Music

Zalando "Chleiderchästli" (Category: Activation)

With an activation campaign for its 10th anniversary in Switzerland, Jung von Matt Limmat managed to boost Zalando's already very good sales figures even further.

How can you continue to grow in a market where you already own almost everything? The Insight: Although Gen Z has its eyes on the world, it is Swiss proximity that turns brands from "a brand" into "their brand.

And this is exactly where Jung von Matt Limmat comes in: Fashion is associated with Swissness, and the international player is given a Swiss feel. Just in time for the anniversary celebrations, the song "Chleiderschäschtli" was released with dialect singer Nemo and French-speaking Swiss rapper KT Gorique and made the center of the activation campaign. This increased both the number of visits to the webshop and the number of orders.

• Client: Zalando
• Lead Agency: Jung von Matt Limmat
• Other agencies / companies: Jung von Matt Services

IKEA Switzerland "Vaterkaftsurlaub" (Category: PR)

40+ articles in various leading media and a PR value of over 500,000 Swiss francs generate a high PR value for IKEA with an extremely low investment of resources and significantly strengthen the corporate brand.

IKEA is one of the most popular Swiss consumer brands - but still has little profile as a politically minded company and modern employer.

With its clear statement on the polarizing topic of paternity leave and its "election instructions" that are both identity-oriented and trigger strong reactions, this is precisely what should change: IKEA is getting involved in an emotionally driven referendum campaign and is flying the flag for fathers.

The "Paternity Leave" PR initiative dominates coverage for the company regarding parental leave with, among other things, 45 percent share of voice compared to Credit Suisse, Google or Lidl, over 40 articles in various leading media and over 500,000 Swiss francs in PR value generated, giving IKEA high visibility in the media - and contributing to a clear "yes" in the vote on paternity leave.

• Client: IKEA Switzerland
• Lead Agency: Rod communication

Migros "V-Love plants Switzerland. " (Category: New New)

A year and a half after its launch, Migros' own brand V-Love is top of mind and Migros is once again the market leader in the "Plant-Based" product category.

A highly dynamic and competitive market, several years behind the main competition and very complex customer needs: In this challenging environment, Migros is launching its plant-based own brand V-Love in June 2020 with the aim of planting Switzerland.

The brand does not point fingers, but celebrates all dietary styles with its loud and self-confident appearance. Six months after launch, V-Love is Top of Mind in the important "season" Veganuary, includes around 100 products and will be the best-known plant-based brand in Switzerland by the end of 2021. This despite 45 percent less media investment than the main competition. V-Love made a significant contribution to Migros regaining market leadership in the Plant-Based product category in 2021.

• Client: Federation of Migros Cooperatives
• Lead Agency: Wirz Group
• Other agencies / companies: Dynamo (Dentsu international Switzerland), Webstages, Webrepublic, ZDF Zurich Design Factory

We start this week with the first bronze winners Jung von Matt Limmat, Wirz and Inhalt und Form:

Zalando "The Last Run" (Category: PR)

With an emotional PR stunt, Jung von Matt Limmat brought the online giant Zalando, known as a "fast fashion retailer," onto the front pages of Switzerland and into the social channels of its residents.

How can a PR-rich idea be developed under the brand bracket "Free to Be" that credibly positions the online retailer Zalando, known as "FastF ashion," as a destination for winter sports gear?

The leverage: borrow credibility from someone who has it in both areas and embody winter sports expertise and free spirit attitude.

Iouri Podlatchikov stands equally for winter sports and a strong "Free to Be" attitude. After his surprising retirement, the model free spirit and professional snowboarder is dedicating his last halfpipe run to Zalando. In a spectacular live event, broadcast on Youtube.com/zalando and 20min.ch, Zalando celebrates Iouri's free spirit attitude - at the same time Iouri presents his favorite winter sports outfits in a fashion campaign.

In doing so, Zalando not only struck a chord and won the hearts of the Swiss:inside, but ultimately also boosted sales of winter sports equipment.

• Client: Zalando
• Lead Agency: Jung von Matt Limmat

Content and form "Züribrätt" (Category: Doing Good)

The exclusively produced ladder game generated a donation of 72,296.50 Swiss francs and awareness for the nightlife industry beyond the country's borders. In addition, the game set a sign of cohesion in a difficult time.

The Corona crisis hit nightlife particularly hard. Countless establishments had to close their doors. Twice. This is a sad and challenging situation, because the reserves have long been tapped, even used up - nervously as well as economically.

That's why the agency Inhalt und Form has decided to support the Zurich Night morally, politically and financially - pro bono and without a media budget. Alone with the belief in the effectiveness of the longing for the Zurich nightlife and together with equally thinking Zurich artists, institutions and 11 notorious locations. For an industry that is usually thought of last when it comes to financial support. But it is enormously important for people's mental health and plays a major role in determining Zurich's flair.

• Client: Content and form
• Lead Agency: Content and form
• Other agencies / companies: Bar & Club Commission Zurich, Vision 11 Zurich, Katrin von Niederhäusern

Migros-Genossenschafts-Bund "Support your Sport" (Category: Activation)

Migros surprised Switzerland with a novel and innovative promotion, activating a large part of the Swiss population with over 33 million redeemed club vouchers.

• Client: Federation of Migros Cooperatives
• Lead Agency: Wirz
• Other agencies / companies: Mutabor, Dynamo, Stories, Rosenberger Productions

The digital-first launch shows in a short film people with different backgrounds and from different countries who have one thing in common: their beauty routines. This routine is a universal act and depends on how each person wants to show themselves in this intimate moment.

Directed by Albert Moya, "Discover Beauty at Zalando" is all about self-exploration, identity and the little beauty moments that make us feel good. Whether it's applying eye masks in the backseat of a car or sharing makeup with friends, the new campaign reminds us that while our beauty routines may be different, they ultimately connect us.

The film features diverse artists and popular voices from across Europe, including German actor Maximilian Mundt, best known for his role in How to Sell Drugs Online (Fast).

He says: "The story the film tells really sums up what the brand stands for - a space where no one has to pretend and everyone can be who they want to be. And that's what I believe in.

In addition to Maximilian, the film features Kris Grippo, one of Switzerland's best-known TikTokers who likes to break stereotypical gender roles, and Stella von Senger, model and makeup artist. They use beauty to communicate who they are and how they feel.

Meryn Pillay, Director of Marketing - Beauty on Zalando says, "This campaign is all about self-awareness. It's those beauty moments that make us feel good and connect us with ourselves and with others. At Zalando, we're building a beauty platform where people can discover and experiment with products, tools and ideas that interest them most and help them share their own beauty ideas."

The marketing campaign will run in Switzerland from April 1, 2022 to June 10, 2022 across multiple channels, including TV, OOH and the Beauty on Zalando social media channels.

"Zalando Street" appears on Zalando's streetwear channel @zalando_street. In parallel, the magazine also goes live on the fashion store's website and TikTok account.

The first issue of "Zalando Street" comes out this month and highlights cultural issues from the personal perspectives of various streetwear icons. The lead curator of the debut publication is French photographer and streetwear enthusiast Jean-Jacques Ndjoli. Titled "From the Court to Infinity," the magazine celebrates and represents diverse communities and their individual styles. Ndjoli speaks candidly about the history of one of the oldest communities in basketball and explains the relevance of safe spaces for Parisian youth

The streetwear community brings together countless diverse viewpoints and perspectives. And in many ways, a community is defined by its ability to constantly redefine itself," says Marius Brintrup, Head of Buying Men Shoes & Accessories. "With 'Zalando Street' we want to create a platform to make different voices within the community heard, while offering inspiration and a wide fashion range for inclusive and individual styles. The magazine represents the shared values of Zalando and the streetwear community, as well as relevant and authentic stories from culture and modern everyday life."

The December issue is dedicated to current trends, stories and fashion pioneers in the outdoor streetwear culture. Once again, Zalando offers its platform to various streetwear communities to network and to highlight the challenges and successes in a way that attracts public attention.

Link to Zalando Street on Instagram: instagram.com/zalando_street/

The campaign - which originates from the house of Jung von Matt Limmat - will kick off with the release of the song on Friday on all popular streaming and download portals and on the radio, accompanied by influencer marketing and social content on Zalando's Facebook and YouTube channel. From Monday, the TV and online campaign will start, and one week later the OOH campaign in twenty Swiss cities.

Diversity in music, fashion and lifestyle

With "Chleiderchäschtli," five-time Swiss Music Award winner Nemo has recorded his first dialect song in more than two years. With his willingness to experiment when it comes to fashion, the 22-year-old from Biel embodies Zalando's values: he doesn't let himself be restricted by social conventions when it comes to fashion, likes to store online and has an eye for fashion that is produced more sustainably.

As a feature artist, West Swiss rapper KT Gorique contributes a verse to the song.

"Switzerland is one of our most important markets. Our awareness level of 94 percent proves that almost all Swiss people know Zalando. We are an emotional brand for our Swiss customers and are proud to have been the nation's "Chleiderchäschtli" for ten years," said Florian Jodl, General Manager DACH of Zalando. "With the anniversary campaign, we want to thank our Swiss Zalando customers for their trust."

Swiss German and independent

In October 2011, Zalando supplied Switzerland for the first time. At the time, with a particularly Helvetian advertising slogan: "Schueh und Fashion online poschte". Ten years later, the current campaign still has a strong Swiss focus.

"The campaign revolves around the neologism "Chleiderchäschtli" - which is played in all language regions of Switzerland. We reach people's hearts with an independent, chartable song that also authentically represents the artists and the brand. The other advertising materials build on this. This has rarely been done before for the Swiss market," says Rob Hartmann, Executive Creative Director of Jung von Matt Limmat.

Responsible at Zalando: Tina Klussmann (Marketing Team Lead AT/CH), Fabienne Bickel (Marketing Manager CH), Lydia Gries (Head of Creative Direction), Yuki Kappes (Art Director), Louise McIlroy (Senior Manager Visual Merchandising), Riani Tanjasila (PR Manager DACH), Max Straubmüller (Senior PR Manager AT/CH), Caroline Reimer (Senior Manager Influencer Marketing DACH), Josephine Hedderich (Copywriter CH-DE), Veronica Bataclan (Copywriter CH-FR), Simone Abati (Junior Retail Manager CH). Responsible at Jung von Matt Limmat: Jehmsei Keo (text), Sebastian Danielsson (art direction), Mutasin Grabenhorst (graphic design), Michel Nellen (concept/project management), Rob Hartmann (executive creative direction), Fabian Dörr (client direction). Responsible at Jung von Matt Services: Jlona Kopf, Fabrizio Rutishauser, Chiara Killer (media realization). External partners: Nemo & KT Gorique, Bakara Music (music), Lina Baumann/Studio Voile (production), Stini Röhrs (direction), Pierre Castillo (DoP), Diana Pfammatter (photography), Anouck Mutsaerts (styling), Rachel Bredy (hair), Helve Leal (make-up), Mira Zawrzykraj, Raphael Nellen / PRfact (consumer PR).

With authentic content and curated collections, the Top Gun brand was to be given greater prominence in terms of brand awareness. This was realized via a virtual brand store, the Brand Home, which offers space for brand presentation and storytelling. This brand store can be integrated into all 22 Zalando stores in the relevant national language - including English. Comparable products from other manufacturers are not displayed in the Brand Home, which makes it a real home for the brand.

The Ad Agents agency created two brand homes for the Top Gun brand, one for the men's and one for the women's collection, with specific content for the respective target group. Each brand home is designed with an attractive landscape header and presents special brand content. Interested parties receive inspiration and news about the brand at this point and can follow it in the sense of followership in order to be the first to be informed about new articles and collections.

The Brand Home has been expanded to include Collections. These are individual compilations of products for a theme or category. Ad Agents developed various collections for the Top Gun Brand Home Men and Women. Using the associated content management tool, content was adapted, products selected and grouped into brand-appropriate categories and themes. Four shades of gray are available by default so that the color coherence fits into the overall visual picture. The tool creates further matching color suggestions based on the uploaded product images, which were selected individually.

For the Top Gun brand, the results were more than satisfactory on all levels. Since switching to Brand Homes at Zalando, the Top Gun brand has been able to present itself consistently in its self-contained brand space, resulting in more visibility than before. Whether via the web or the Zalando app, along the entire customer journey the appearance is consistent and the number of followers increased by 300 percent. As a consequence, the measures described led to a 25 percent increase in sales via the Zalando platform.

"We are thrilled with the development on Zalando. Our products now have the visibility they deserve. On Zalando, we can now present our customers with a holistic brand experience," says Stefan Schmid, General Management eCommerce at JCC Ledermoden Vertriebs GmbH.

Florian Jodl, a longtime Zalando manager, is newly signing on as general manager DACH, making him responsible for Zalando's strategy and business in Germany, Austria and Switzerland, the company told the Handelszeitung confirmed. This would give Switzerland more weight, as in the previous organization Switzerland was managed in a country cluster with Germany, Austria, Poland and the Czech Republic.

Zalando is the second-largest player in the Swiss e-commerce business behind Digitec. According to estimates, the online fashion retailer generated sales of over one billion Swiss francs in Switzerland in 2020.

The "Here to Stay" campaign is designed to give people a stage with their stories and values, the online retailer writes in a statement. Berlin-based fashion photographer Dan Beleiu portrays real couples who embody shared values. On each motif, the focus is placed on the statement "Here to Stay" in addition to a shared value. This is intended to signal that the values depicted, "Acceptance," "Sustainability" and "Better Together," are in a state of permanent progress. The campaign is in line with Zalando's ambition to contribute to a more inclusive future for all, the statement added.

"This campaign celebrates social values that play an important role for Zalando - especially diversity and inclusion," Barbara Daliri, SVP Sales & Marketing at Zalando, is quoted as saying in the release. "The values and stories of real people mean a lot to us and enable us to interact with diverse customers*. Our values are critical to who we are and how we operate. Zalando actively supports an inclusive corporate culture. Last year, the 'Do.Better' Diversity and Inclusion Report was published, outlining our long-term commitment to positive change. The spring campaign once again underpins our goal to become the first place to go for fashion for everyone."

Hero movie challenges fashion world

The stills are accompanied by a hero film featuring international diversity and inclusion activists. For example, dancer, actor, model and inclusion advocate Luc Bruyere continuously challenges the ideals of the fashion world. Also featured is Yann Horowitz, a skateboarder who has publicly come out and is an LGBTQI+ activist, and body positivity ambassador Yolisa Mqoco.

The film features an exclusive track by British Pride rapper Mista Strange, who can be seen in the video himself. The video was staged by directors Terence Neale and Emilie Badenhorst, who want to initiate open dialogue with the film.

The 360° campaign is played across various formats on diverse channels: In the hero film by Neale and Badenhorst, in stills by Beleiu for OOH and DOOH, as well as on the protagonists* own social media channels. It was created in collaboration with Anomaly Berlin and will be seen in all 17 Zalando stores in Europe.