ZALANDO PRE-OWNED. DRAMA-FREE.
| Title | ZALANDO PRE-OWNED. DRAMA-FREE. |
| Brand | ZALANDO |
| Product/Service | PRE-OWNED FASHION |
| Category |
A03. Casting |
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Entrant
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Idea Creation
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Production
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ICONOCLAST Berlin, GERMANY
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Post Production
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SLAUGHTERHOUSE VISUAL MANUFACTURING Hamburg, GERMANY
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Additional Company
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ZALANDO SE Berlin, GERMANY
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Credits
| Ralph Rijks |
Zalando SE |
Global VP Marketing |
| Anja Weist |
Zalando SE |
Head of Global Marketing |
| Abiola Muritala |
Zalando SE |
Team Lead Global Marketing |
| Georgina Wilson |
Zalando SE |
Global Marketing Manager |
| Fran Huang |
Zalando SE |
Global Marketing Manager |
| Karla Stratmann |
Zalando SE |
Global Marketing Production |
| Anna Lorenzen |
Zalando SE |
Global Marketing Production |
| Paul Dombek |
Zalando SE |
Global Marketing Production |
| Lydia Gries |
Zalando SE |
Head of Creative Directior |
| Sharon Tan |
Zalando SE |
Art Director |
| Louise McIlroy |
Zalando SE |
Visual Merchandising |
| Thomas Knüwer |
Kolle Rebbe GmbH |
Managing Director Creation |
| Christoph Bielefeldt |
Kolle Rebbe GmbH |
Group Creative Lead |
| Marco Obermann |
Kolle Rebbe GmbH |
Group Creative Lead |
| Nina Hartmann |
Kolle Rebbe GmbH |
Account Supervisor |
| Arianna Giese |
Kolle Rebbe GmbH |
Account Manager |
| Greta Jeske |
Kolle Rebbe GmbH |
Account Manager |
| Stefanie Bisinger |
Kolle Rebbe GmbH |
Account Manager |
| Jenne Genser |
Kolle Rebbe GmbH |
Art Director |
| Natasha Pramanik |
Kolle Rebbe GmbH |
Art Director |
| Anahita Ghanizadeh |
Kolle Rebbe GmbH |
Copywriter |
| Natascha Kuehn |
Kolle Rebbe GmbH |
Copywriter |
| Jule Fuhrmann |
Kolle Rebbe GmbH |
Copywriter |
| Kevin Schröder |
Kolle Rebbe GmbH |
Strategist |
| Daniela Pöhnl |
Kolle Rebbe GmbH |
Strategist |
| Emma Paraschiakou |
Kolle Rebbe GmbH |
Online Concept |
| Andreas Rothenaicher |
Kolle Rebbe GmbH / Freelance |
Producer |
| Swantje Rummel |
Iconoclast Germany GmbH |
Producer |
| Alice Moitié |
Iconoclast Germany GmbH |
Director |
| Eckard V. Busekist |
Iconoclast Germany GmbH |
Producer |
| Tobias Joosten |
Iconoclast Germany GmbH |
Producer |
| Nicolai Niermann |
Iconoclast Germany GmbH |
Director of Photography |
| Bo Ismono |
Iconoclast Germany GmbH |
Editor |
| Linda Engelhardt |
Iconoclast Germany GmbH / Freelance |
Stylist |
| Yvonne Wengler |
Iconoclast Germany GmbH / Freelance |
Hair & Make up Stylist |
| Thomas V. Klier |
Iconoclast Germany GmbH / Freelance |
Licht???? |
| Angelina Conde |
Slaughterhouse GmbH |
Producer |
| Lubalin - |
Freelance |
Actor (Protagonist) / Composer / Singer |
Write a short summary of what happens in the film
“The Fading Interest Drama” tells a real and, let’s be honest, annoying online interaction between a seller and a buyer on a second-hand platform. The dialogue about the object of desire – a pair of pants – is shown via pop-up messages and underlined through the dramatic singing of the protagonist Lubalin. In the film, the TikTok star finds himself in different settings and stylings, dynamically switching between 3 roles. The seller desperate to make money, the buyer who immediately loses interest and the solution-bringing hero leading to the big chorus about the answer to all the drama: Zalando Pre-owned, the first drama-free, convenient shopping experience without annoying conversations.
Cultural / Context information for the jury
Buying and selling pre-owned fashion online can be annoying – even dramatic. To prove that, we needed nothing but the truth: a real interaction between Gen Z sellers and Gen Z buyers. With millions of shared stories these conversations are already the centre of Internet attention. We used the momentum to jump on the hype by presenting the solution to all the drama: Zalando Pre-owned, a new way to buy and sell “as new” fashion online. By doing that, we establish the platform as the hero for the target group’s everyday struggles. Continuing the Gen Z spirit we used their own language of expression: a zeitgeisty, humorous and entertaining TikTok storytelling. The three-in-one character technique familiar from the platform combined with the custom-composed song ensures that the film stays in people's minds and TikTok timelines.
Tell the jury about the casting process.
With a concept so close to actual TikTok content, we were looking for a creator with a unique yet known talent directly from the platform itself. Someone with a special and dramatic way of storytelling to carry our format and represent Zalando Pre-owned.
And – lucky us – we found him: Lubalin. His big reach for interpreting internet conversations in self-composed songs and performing them with his angelic voice made him the perfect match. Together we went into a shared process of composing the music and developing the script hand in hand. Keeping Lubalin’s unique charm and authenticity through a big production like Zalando Pre-owned was the biggest success and made the film even more relatable to the younger target group.