Activists of Optimism


Project insights

  • Concept
  • Production
  • Creatie

The new Zalando campaign 'Activists of Optimism' aims to spread optimism across Europe this summer, highlighting real people who turn their optimistic outlook on life into positive action. Via Wavemaker we were asked to develop a national offline activation, in line with the European campaign.

11 talents from all over Europe were cast via social media to add color and personality to the campaign. The Dutch influencer and model Rianne Meijer and the French dancer Salif Gueye are two positive content creators that might have come up in your timeline. Megawatt Fieldmarketing gave this positive online campaign, the offline twist. After a year like this, frustrations build up. With our ‘Wall of optimism’ we gave influencers and passers-by the change to write those frustrations on a paint balloon and throw it on a huge blanc canvas. Afterwards, there were three locations in the Netherlands with happy and less frustrated people and a very colourful Wall of optimism.

Sometimes it is difficult to share hard figures. Because it's not allowed or not possible. In this case we can share the results and both Zalando and we are very happy with the results. Through a combination of Activation, Online & DOOH we have realised more than two million Activists of Optimism. We created this 360 degree campaign together with the Wavemaker content team and Kinetic OOH. We and Zalando are very excited about the results and concluded this activation as a very successful one.