ZALANDO PRE-OWNED. DRAMA-FREE.

TitleZALANDO PRE-OWNED. DRAMA-FREE.
BrandZALANDO
Product/ServicePRE-OWNED FASHION
Category A06. Use of Original Music
Entrant KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production ICONOCLAST Berlin, GERMANY
Post Production SLAUGHTERHOUSE VISUAL MANUFACTURING Hamburg, GERMANY
Additional Company ZALANDO SE Berlin, GERMANY
Credits
Name Company Position
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 creation of the original music track.

The basis for the spot was a real conversation from a second-hand platform, which was turned into a dramatic ballad. The musical interpretation of the chat is the key element that transfers the humour of the idea and makes it unique, contemporary and authentic to TikTok storytelling. Since the hero of the film is not only a TikTok star but also a singer and producer himself, he had full creative freedom to convey the written words in his unique style and turn a random conversation into a ballad to die for. The catchy song ends in a big chorus that highlights the benefits of Zalando Pre-owned and makes sure they stay in people's minds, potentially ending up in karaoke bars right after Robbie Williams' Angels.