The campaign, created by Ogilvy and managed in the media by Posterscope, places its main looks in key points of urban culture in four Spanish cities, such as the Malasaña neighborhood and Matadero in Madrid, the MACBA square and the old Fabra i Coats textile factory in Barcelona, the Barrio del Carmen and the MUVIM in Valencia or the skatepark Rubén Alcántara and the SoHo area in Málaga.

The specific action that has been created for the Callao City Lights screens, in whose design BCN Visuals has participated, begins with the image of a canvas with a corporeal appearance that falls from the screens to give way to images of Google Maps, in which the buildings are also shown with that 3D effect, while marking the route that links the places in the city where you can see the different looks proposed by Zalando.

Influencers
The campaign has turned a large number of creators and influencers into models, such as the youtuber responsible for the streetwear phenomenon in our country ByCalitos, fashion photographers like Rocío Aguirre and Juanma Jmse, skaters like the Olympian Andrea Benítez, artists like Alba Reche, Paula Cendejas, Dj Alvva or Edgar Kerri, or fashion influencers like Marc Forné and Alba Miró. The illustrator Be Fernández, the activist Marina Gomes, or the stylist Helena Contreras, who in addition to posing has also been in charge of dressing the twenty-nine protagonists of the look book, including herself, have also participated. The photography was done by the photography duo Qandcumber, specialized in urban image.

The action is complemented by creatives for other outdoor media in the four cities, in which users can visit the different locations in 360º on their cell phones via a QR code. In fact, in some of the locations where the photoshoots have been taken, large ‘pings’ (Google Maps symbols) have been installed that also include the QR code.