Sometimes, it’s great to give the campaign thinking a rest. And conceptualise a large and widely celebrated event instead! For a few years, Zalando successfully ran the Bread&&Butter in Berlin – a zeitgeisty fashion and culture festival with lots of innovative stuff happening.
We were responsible for creating the idea and concept for this entire 3-day event. Although it happened locally in Berlin, we brought it to all of Europe through digital livestreams.
Love this highlight reel and that we pulled off this three day extravaganza.
Not only did we create the concept for this BOLD fashion experience, but also came up with a digital content campaign to make it accessible to all of Europe.
we made them one of the first mainstream fashion brands to work with street casted people instead of models, back then a pretty new approach. It was led by activist and model Adwoa Aboah.
A virtual influencer content campaign accompanied the event.
Together with the biggest brands in the fashion space we created special release products for the event only.
Press couldn’t agree more: We understood the Gen Y and Z folks!
30k visitors came to Bread & Butter, and our live streams reached 35million people all over Europe.