DRESSCODE: FREEDOM

TitleDRESSCODE: FREEDOM
BrandZALANDO
Product/ServiceHELSINKI PRIDE COLLABORATION
Category F07. 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

Please tell us how the brand purpose inspired the work

Zalando’s purpose is to re-imagine fashion for the good of all. The brand’s vision is to become Starting Point for Fashion and diversity and inclusion as well as driving positive change have an important role in this journey. Zalando is striving to show support for diversity and inclusion, openly stand with minority communities and speak up against injustice and inequality. Zalando is Helsinki Pride’s main partner. In 2021 Pride community celebrated important milestones in Finland: 50 years since the decriminalization of homosexuality, 40 years since homosexuality was erased from mental health classification. In Outdoors advertising we see pioneers who were the freedomfighters of Finnish LGBTQ+ movement in outfits they were longing to wear decades ago but were unable to because of the prevailing intolerance or fear of being labelled mentally ill or criminal. We also show age diversity which is underrepresented in advertising – especially when it comes to fashion.