Zalando and SuperHeroes Encourage Dutch Men to Be 'Extranormaal'

'Be normal, that's already crazy enough.' It's a famous saying in the Netherlands. But what is normal? To encourage Dutch men to be more confident, daring, and to become the best version of themselves, Zalando and SuperHeroes are launching 'Be Extranormaal'. The campaign gives a nod to and a twist on Dutch culture.

With the launch of their Autumn/Winter 2019 Menswear Collection, Zalando redefines what it means to be 'normal'. In a push for more distinctiveness, 'Be Extranormaal' encourages men throughout the Netherlands to determine their own style, and to challenge the status quo. 

Fresh, modern styles juxtaposed against traditional Dutch landscapes offer a contrast between old and new, yet with a distinct Dutch essence. The campaign says to men across the Netherlands: you're 'Free to Be,' so feel free to express your own character and style. 

Niels Straatsma, creative director at SuperHeroes says: "There is so much beauty in the ordinary. Working together with Noël, we took advantage of this. With 'Be Extranormaal', we developed an idea that has stopping power while still being beautiful and recognisable."

Django Weisz Blanchetta, managing director at SuperHeroes Amsterdam, adds: "This is the first campaign in a series of campaigns that we're creating for Zalando, Europe's leading platform for fashion and lifestyle. With our digital native DNA and international culture, we are able to collaborate closely and create distinctive and effective work." 

The videos and photos were shot by Noël Loozen, director and photographer at HALAL.