DRESSCODE: FREEDOM

TitleDRESSCODE: FREEDOM
BrandZALANDO
Product/ServiceHELSINKI PRIDE COLLABORATION
Category G07. Corporate Purpose & Social Responsibility
Entrant SEK | PART OF GREY Helsinki, FINLAND
Idea Creation SEK | PART OF GREY Helsinki, FINLAND
PR SEK | PART OF GREY Helsinki, FINLAND
PR 2 MILTTON Helsinki, FINLAND
Production SEK | PART OF GREY Helsinki, FINLAND
Production 2 SIMELIUS SIMELIUS Raisio, FINLAND
Post Production SIMELIUS SIMELIUS Raisio, FINLAND
Credits
Name Company Position
Annu Terho SEK | PART OF GREY Creative Director, Senior Creative
Heli Roiha SEK | PART OF GREY Creative Director, Senior Creative
Hanna Nordgren SEK | PART OF GREY Client Director
Elisa Korhonen SEK | PART OF GREY PR specialist
Emilia Hallberg SEK | PART OF GREY Project Manager
Jan Paasonen SEK | PART OF GREY Content Designer
Joni Luhtala SEK | PART OF GREY SoMe film photography and edit
Antti Orava SEK | PART OF GREY Assistant copy editor
Nana Simelius Simelius & Simelius Film Direction, Still photography
Juhana Simelius Simelius & Simelius DOP, edit
Meri Milash Simelius & Simelius Stylist
Sasu Rönkä ItsLee Music
Sarrah Wilkman GradeOne Colorist
Atte Heinonen Simelius & Simelius Behind the Scenes Materials & Mini Docs (DOP)
Fatma Bendris Simelius & Simelius Muah
Noora Varrio Simelius & Simelius Muah assistant
Pauliina Karhu Miltton IM Consultant
Artturi Mikola Miltton PR Consultant
Oona Kivirinta Miltton Communications Coordinator
Reetta Wallen Miltton Strategist
Eva Niskanen Miltton Senior Advisor, Account Lead
Krista Autio Zalando Marketing Manager
Melika Sasani Zalando Senior PR Manager
Aapeli Helkkula Zalando Retail Manager
Meri Saarivirta Bezus Zalando Copywriter
Tomi Härmä SEK | PART OF GREY Consultant

Write a short summary of what happens in the film

Dresscode: Freedom film is a pure fashion film starring true Finnish LGTBQ+ pioneers. The pioneers are shown the way we’re used to see mainstream fashion models in general. The film shows these pioneers in outfits they were longing to wear for decades ago but were unable to because of the prevailing intolerance – or the fear of being labelled mentally ill or a criminal. We also created individual True story films for each pioneer where they had a chance to tell their life story: what the world was like when they were young and how it has changed, how they felt when they were young and how they feel now, how they found the courage to come out as their true selves and become pioneers in promoting LGTBQ+ rights and what part fashion has played in their journey as clothes are the most visible way of expressing yourself.

Please tell us how the brand purpose inspired the work

Zalando’s vision is to become the Starting Point for Fashion and diversity and inclusion as well as driving positive change have an important role in this journey. They strive to show support for diversity and inclusion, openly stand with minority communities and speak up against injustice and inequality. In 2021, Helsinki Pride celebrated some important milestones: 50 years since the decriminalisation of homosexuality, 40 years since homosexuality was erased from the mental health classification, and 30 years since the establishment of Helsinki Pride. Therefore, the focus of the public conversation was in these achievements. Our strategy was to get into this same conversation by telling stories about Pride pioneers who finally have the freedom to dress they would’ve wanted to when they were young. We implemented clothes into the conversation as a symbol of freedom and our stories became part of the overall narrative of pride community’s fight for equality.