senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Superimpose Launches a Digital Sneaker World for New Zalando Campaign

18/03/2019
585
Share
The #Sneakernet offers a new online reality from the European fashion retailer
Enlisting the creative expertise of London agency Superimpose, Zalando, Europe's biggest online-only fashion retailer is set to bring global sneaker fans into a new reality. The new campaign, #Sneakernet, will welcome its customers and global sneaker fans into a digital world where they can come together to interact and explore the world of sneakers Zalando has to offer.

Superimpose led the ideation and creative direction for Zalando’s new campaign which rolls out this week across the brand’s e-comm platform and social channels. The focus on Zalando’s sneaker category represents a business wide priority to increase the brand’s foothold in this growing sector. Grounded in consumer insight with a strong strategic point of view, the creative direction delivered an output of visual assets that bring to life the #Sneakernet, an infinite online universe that mirrors the brand’s infinite range of styles – representing Zalando’s ongoing dedication to creating the ultimate sneaker space for Gen Z consumers.

#Sneakernet will invite customers to integrate with Zalando’s SS19 line-up of Women’s, Men’s and Kids sneaker products. The agency produced a visually stunning four-part campaign film and 45 stills, with each film and accompanying visual assets showcasing four different scenarios - all troupes have been taken from sneaker fan culture and inverted to showcase the ease and simplicity of shopping for sneakers on Zalando. #Sneakernet will showcase a world where visitors can journey through the Hyperqueue at high speed, get the perfect on foot shot before heading to the blogger nerve centre and infinity stockroom. Each scene was built in a CGI environment with a varied live action cast of street models and influencers, bringing the themes of the scenes to life.

Staying true to Zalando as a digital first business, Superimpose created the #Sneakernet as a digital first sneaker universe unparalleled to anything seen before from the e-comm giant. By turning the traditional sneaker shopping experience on its head, the agency’s imaginative and futuristic representation of Zalando’s sneaker offering and community aims to further connect the brand to its highly mobile target audience.

Superimpose said: “Combining accessibility, innovative technology and a hyper visual experience the #Sneakernet will immerse you in a world where sneaker fans rule everything! We set out to capture the community spirit which defines this engaged audience from all walks of life, by creating a space that celebrates the whole spectrum of fandom. It’s about truly portraying the global passion for sneakers that connects everyone, whoever that may be, the Zalando way.”

This is the second time Superimpose has teamed up with Zalando and this commission follows the agency’s successful creative collaboration with fashion brand Burberry in 2018. The agency created an online experience for Christopher Bailey’s last collection with the luxury label, producing an 3D asset bank of standout imagery and interactive look book to elevate the Burberry Rainbow Capsule Collection and convey the product in a brave, bold and visionary way to inspire a younger audience.

All four films are showcased together below: 

Credits
Agency / Creative
More News from lbbonline.com
Work of the Week
Work of the Week: 29/03/24
29/03/2024
27
0
ALL THEIR NEWS
Work from
Easy On Me
Adele
28/03/2024
4
0
Gevin Fax
Polaris
28/03/2024
5
0
4
0
ALL THEIR WORK