| Title | HERE TO STAY |
| Brand | ZALANDO |
| Product/Service | ZALANDO |
| Category |
A03. Casting |
|
Entrant
|
ANORAK Berlin, GERMANY
|
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Idea Creation
|
ANOMALY Berlin, GERMANY
|
|
Production
|
ANORAK Berlin, GERMANY
|
|
Post Production
|
METAL London, UNITED KINGDOM
|
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Post Production 2
|
BLACK KITE STUDIOS LTD London, UNITED KINGDOM
|
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Post Production 3
|
MERMADE SOUND GMBH Berlin, GERMANY
|
Credits
| Simon Owen |
Anomaly |
CEO & Partner |
| Veit Moeller |
Anomaly |
Executive Creative Director |
| Amanda Feve |
Anomaly |
Chief Strategy Officer |
| David Barton |
Anomaly |
Business Director |
| Joanna Hirst |
Anomaly |
Account Director |
| Elli Pfahler |
Anomaly |
Project Managers |
| Gabriele Gumu |
Anomaly |
Project Managers |
| Katrin Kaiser |
Anomaly |
Senior Producer |
| Clara Vincent |
Anomaly |
Strategy Director |
| Matt Bunting |
Anomaly |
Communications Strategy Director |
| Sebastian Lyman |
Anomaly |
Creative Director |
| Karin Reineke |
Anomaly |
Art Directors: |
| Blaz Verhnjak |
Anomaly |
Art Directors: |
| Manon Gicqueau |
Anomaly |
Jr Art Director |
| Omar Khairy |
Anomaly |
Copywriters |
| Lukas Rohde |
Anomaly |
Copywriters |
| Terence Neale |
ANORAK Film |
Director |
| Emilie Badenhorst |
ANORAK Film |
Co-Director |
| Christiane Dressler |
ANORAK Film |
Executive Producer: |
| Toni Jaschke |
ANORAK Film |
Producer |
| Rozanne Rocha-Gray |
Romance Films |
Producer |
| Adam Bentel |
ANORAK |
Cinematographer |
| Melodie Preel |
ANORAK Film |
Cinematographer (France) |
| Diana Olifiro |
ANORAK Film |
Cinematographer (UK) |
| Wendy Fredriksson |
ANORAK |
Art Director: |
| Sarah Meitel |
ANORAK |
Casting |
| Nohmad Casting |
ANORAK |
Casting |
| Kyra Sophie (Germany) |
ANORAK |
Casting |
| Holli Bennett (Disco Creatives) SA |
ANORAK |
Casting |
| Emma Backman |
ANORAK |
Editor |
| Wenke Kleine-Benne |
Mermade Sound |
Sound Designer |
| Ralph Rijks |
Zalando SE |
VP Global Marketing |
| Anja Weist |
Zalando SE |
Head of Global Marketing |
| Andre Lourenco |
Zalando SE |
Senior Global Marketing Manager |
| Darius Gross |
Zalando SE |
Lead Global Marketing Production |
| Paul Dombek |
Zalando SE |
Senior Global Marketing Production Manager |
| Karla Stratmann |
Zalando SE |
Global Marketing Production Manager |
| Abi Bashorun |
Zalando SE |
Global Marketing Production Manager |
| Lydia Gries |
Zalando SE |
Head of Creative Direction |
| Lena Schaefer |
Zalando SE |
Lead Art Director |
| Marco di Stefano |
Zalando SE |
Art Director |
| Natalie Wills |
Zalando SE |
Director Global Social Media, PR and Influencer Marketing |
| Alexandra Dröner |
Zalando SE |
Lead Global Social Media Strategy |
| Maja Karlsson |
Zalando SE |
Lead Global Consumer PR |
| Mista Strange |
- |
Composer |
Write a short summary of what happens in the film
Fashion has become about much more than just looks. Modern consumers increasingly expect fashion to align with what they believe in, redefining what true style really is.
We wanted to foster a dialogue on core topics such as sustainability, diversity, inclusion and women’s empowerment, to encourage Europeans to wear their values on their sleeve.
“Here to Stay” is a rallying cry for progress in the face of prejudice, discrimination, and closed-mindedness. Our values are not “just a phase”. And they never will be.
Amid the destruction of the pandemic, a unique sense of unity has been seen. Incredible human resilience led to a resurgence of a strong community spirit and gave rise to a new/adjusted set of values. With consumers more than ever valuing and choosing brands with purpose, Zalando wanted to talk about the values the company shares with its European audience as part of its Spring/Summer campaign.
Cultural / Context information for the jury
The topics of diversity, equity & inclusivity are still not accepted in all European cultures. Despite our “Here To Stay” message’s lack of acceptance in some key markets, Zalando stayed true to its values and beliefs, which led to the campaign being censored and taken off air in Poland - one of Zalando’s biggest markets - due to their strict legislation around same sex relationships.
Tell the jury about the casting process.
Our values-based campaign required an authentic approach to casting to truly resonate. For this reason, we picked people like Mista Strange, the UK’s first openly queer rapper, body positivity advocate, Yolisa Mqoco or differently abled model and influencer Luc Bruyere. Each cast member, who are real life advocates for their causes, appear in their natural environments.
Radical authenticity, with an edge. Our heroes were portrayed naturally, yet elevated through cinematic and iconic depictions. Their real lives were distilled to graphical vignettes that spoke to not only who they are, but what they believe in.