Client
Zalando
Zalando
What was delivered
Big idea campaign
Big idea campaign
Awards
2x KTR 2020 Bronze
2x KTR 2020 Bronze
70% of the Polish LGBT+ community face homophobic attacks. Poles still do not believe this.
In order to raise their awareness, we gave the clothes destroyed during such attacks into the hands of world-renowned designers to turn them into a symbol of pride. These clothes became a medium for telling traumatic stories and showing the scale of homophobia in Poland.
Case study
The task for the agency was to develop a concept that would present Zalando as a brand not only communicating to this community, but also understanding its specific Polish needs and providing empowerment.
Clothes destroyed as a result of violence against LGBT+ people became a platform for us to talk about the scale of homophobia in Poland. We have created an emotional teaser of the action, in which we placed fragments of statements of characters who have been attacked because of their orientation. It sparked a lively discussion and reached over 2 million people.
In another video, in addition to the stories of the heroes, we showed how Natalia Maczek and Tomek Wirski of MISBHV created new designs based on their clothes.
Clothes
The clothes served as a medium for recounting traumatic experiences and showing the scale of homophobia in Poland. The trousers of one of the victims were used as material for a jacket, other clothes were completed with symbols of respect, rebirth and hope. We returned the clothes of this unique collection to their owners.
Photoshoot
In order to add even more power to the values that the characters wear in the form of transformed clothes, the photo shoot was prepared in the heart of the Polish capital. In the pictures, apart from our heroes, there are ordinary Poles met on the street, which makes the pictures even more meaningful.
