Zalando - THE MAN BOX
About the Campaign
‘Men don’t shop, they select’
Before Zalando's first men's campaign, carrying a Zalando box was the equivalent of a walk of shame for guys: people's perception was that dudes were more likely to return their girlfriend's non-fitting clothes than carrying their own order.
For the global launch campaign of Zalando Men, our challenge was to change walk of shame to walk of fame.
The dude who carries boxes like no one else
Our campaign stars, James Franco and THE MAN BOX appeared in market-specific films, OOH's and all over social media, making this Zalando's largest integrated launch campaign ever.
James carried the box around in 15 European countries.
Impact
Besides generating a 23% sales uplift, the campaign also got the press talking (Vogue, Vanity Fair, Grazia). From the thousands of social media posts that have been shared about the campaign, my personal favorite is this fan-made video created by famous Swiss YouTube comedian, Herr Fuchs.
Role: Concept Creative, Copywriter
Date: 2017