Willem Dafoe is a Style Icon in Zalando’s Campaign to Solve Fashion Dilemmas

Most people have to face the question of what to wear every morning. In a busy fashion season, European e-commerce company Zalando positions itself as a way to make the answer easier in a campaign starring Willem Dafoe as a style icon.

A 30-second ad, created by agency Wieden+Kennedy Amsterdam and directed by Aube Perrie, is set on a crowded metro train, where the passengers are all browsing Zalando on their phones.

Each faces their own style dilemma. Model and actor Luka Sabbat wonders what to wear on a first date, while actor and model Brigitte Nielsen spots a couple making out and wonders what she can wear “to get some of that.”

Sabrina Bahsoon, known as Tube Girl in her viral TikTok videos dancing in the London Underground, wonders what she needs to wear to get a seat while showing off her pregnant belly.

Meanwhile, a woman wonders what she should wear to look iconic, when Dafoe confidently struts onto the train in cowboy gear, peeking over Sabbat’s shoulder to find a picture of himself.

The hero spot is accompanied by five 15-second films each focusing on a different character.

A woman wondering what to wear to hide pimples applies stars to her face to the sound of the Super Mario Bros. power up music. A guy sports a vest with plenty of pockets to tuck away gifts as he prepares to visit his grandmother.

The campaign introduces a new brand positioning and identity for Zalando. It incorporates social, digital out-of-home, and posters from photographer Sophie Jones, which show characters asking what to wear for scenarios including a 60th birthday or an ex-boyfriend’s wedding.

“We are evolving our brand to play a greater role in our customers’ lives,“ Anne Pascual, senior vice president design, marketing and content at Zalando, said in a statement. “This evolution is all about style confidence and redefining how our customers connect with fashion and lifestyle.”

Wieden+Kennedy also recently worked with Dafoe to provide voiceover for Nike’s “Winning Isn’t for Everyone” ad running during the 2024 Summer Olympic Games in Paris.

CREDITS

Zalando
Vice president, creative direction: Morten Grubak
Global marketing director: Eloisa Siclari
Head of global creative direction: Lena Scheifers
Senior art director: Julie Maillard
Global styling & visual merchandising lead: Thomas Wakeford
Global styling & VM manager: Matteo Volpini
Global head of casting & talent: Andreas Menelaou
Brand comms & global marketing lead: Katharina Oberfeld
Global brand communication manager: Maike De Buhr
Senior global marketing production manager: Karla Stratmann
Global social media lead: Kimberley Franquinet
Team lead, global design: Ginger Balanga
Team lead/head of design: Michelle Sweeney

Wieden+Kennedy Amsterdam
President: Eleanor Thodey
Chief creative officer: Susan Hoffman
Chief strategy officer: Nick Docherty
Creative director: Susan Hoffman
Creative leads: Anyaa Dev, Ane Santiago Quintas
Art director: Morgane Lambert
Copywriter Ana Clé
Head of production: Jaime Tan, Richard Adkins

TV producer: Tom Dean
Associate producer: Salma Daoud
Art buyer: Mimi Gray
Print producer: Fiona Lamont
Planning director: Donna Yan
Head of comms planning: Elsa Stahura
Group account director: Agathe Derrstroff
Account director: Indira Morton, Angelina Joy
Account manager: Stephanie Loucas
Senior design manager: Joe Favre
Head of business affairs: Michael Graves
Business affairs manager: Fiona Fan

Film Production
Production company: Pulse Films
Director: Aube Perrie
Director of photography: Christopher Ripley
Producer: Joseph Goldman @ TwoHappy
Executive producer: Laura Clayton
Service production: co Solent
Service producer: Tihomira Temelkova
Stylist: Elena Mottola

Editorial
Editor: Gwen Ghelid

Audio Post
Audio post company: 750mph
Sound designer: Mark Hellaby
Sound producer: Aishah Amodu

Music
Music company: Tracks and Fields
Artist/title: Bomfunk MCs/Freestyler

Post Production
Post house: Selected Works
Creative director: Francois Roisin
VFX supervisor: Dave Hempstead
2D artists: Dan Adams, Gary Driver
Matte painting: Amber Frisenda
Online artists: Emma King, Toby Aldridge
Colorist: Sam Gilling, Hannibal Lang
Post producer: Kate Ryan

Print Production
Print production Company Kintzing
Photographer Sophie Jones
Stills production: Kintzing
Producer: Charlotte Beardow
Retouch: Purple Martin
Stylist: Elena Mottola