2022

CREATIVE DIRECTION, CONCEPT DEVELOPMENT

campaign RolLOUT: PAID social (tiktok/meta/snapchat/youtube), OUT OF HOME, onsite (zalando), influencer activation

The Brief: Amplify and reinterpret BOSS’ global campaign - #BeYourOwnBOSS - to be more relevant to Zalando’s European millennial customers.

The Idea:

To #BeYourOwnBOSS is to break the mold, not just once, but over and over again. To turn Industry firsts into Industry norms. To make the unexpected - the expected. Our campaign profiled two individuals who’ve refused to slot into industry norms. Who are shaking things up and paving a new path in their own vision.

Trans Author, Activist and Actress Phenix shows that being the truest version of yourself opens doors. For you and for everybody else. Contemporary Dancer and Choreographer Brandon proves that when you express yourself with passion and determination, nothing can stop you.

The Rollout:

Our campaign was a profile of each talent and their achievements through social-ready interviews, but also had another interactive layer. Each talent hosted their own BOSS Breakout Session — a mini performance that allows audiences to dive a bit deeper into their unique craft. These performances were available to experience via QR code across out of home placements in key European cities. Customers viewed each performance in an immersive, shoppable video space.