The new campaign from Zalando and G-Star is, according to both brands, a metaphor for the difficult period we are currently going through.
G-Star RAW and Zalando motivate not to give up, but to keep going and keep moving.
We live in difficult times, but we will not let anything stop us: Never quit.
According to Gwenda van Vliet, CMO of G-Star RAW, this message fits in very well with the mentality of the denim brand. “We live in a difficult time, but we won’t let anything stop us: Never quit. A mentality that fits G-Star RAW and a message that fits this zeitgeist. A motivational thought, which we managed to capture in this campaign. “
The Family Amsterdam, G-Star RAW’s permanent desk, is responsible for the campaign. During the execution, there was intensive collaboration with ZMS, the creative team of Zalando, production company Halal and director Salomon Ligthelm.
Joris Kuijpers and Ed van Bennekom of The Family Amsterdam: “It was a considerable project in which we had to switch very quickly. Partly due to corona and the imminent measures, it was questionable whether we would get everything arranged. With two brands with different brand values, this can only be achieved by working together very well, listening to each other and thinking along with each other. So many thanks and compliments to everyone who worked so hard for this. “