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Zalando, the Berlin-based ecommerce platform, has proven the classic Christmas traditions can still pull on the heartstrings with a multigenerational choir performing a multilingual rendition of Silent Night (or Stille Nacht, to be precise).

Its Christmas 2018 ad begins with a baby, who, we are told, is celebrating his or her first Christmas. The camera then pans to a choir, who are led by a 15-year-old girl singing the first line of Franz Gruber’s carol in German.

An older teenager sings the second line in English and a 23-year-old takes the third in French. The camera continues to pan as the soloists taking each line of the song get older and older in age, ending with the 106-year-old Harry Fransman belting out "sleep in heavenly peace".

The first Zalando film from Wieden+Kennedy Amsterdam aims to show that no matter what your age, Christmas never goes out of fashion. The majority of the 100 performers were either street cast or plucked from community choirs and singing groups from across Europe.

Jake Nava, the film’s director, said he wanted the viewer to feel as if they were “a participant in a kind of experiential, alternative show, more than watching another Christmas TV commercial”.

“Using this approach, I wanted to draw the audience into the emotional landscape of the performers, with as little obstacles to that as possible, but in a style which was still engaging to watch from beginning to end,” he said.

The campaign will go live across more than 14 European countries, including the UK, Germany and Italy. It comprises TV, digital, print and out-of-home.

: 'Christmas. Never Out Of Fashion'

Agency:
Client:
Date: November 2018
Zalando, the Berlin-based ecommerce brand, has proven the classic Christmas traditions can still pull on the heartstrings with a multigenerational choir performing a multilingual rendition of Silent Night (or Stille Nacht, to be precise).
Its Christmas 2018 ad begins with a baby, who, we are told, is celebrating his or her first Christmas. The camera then pans to a choir, who are led by a 15-year-old girl singing the first line of Franz Gruber’s carol in German.
An older teenager sings the second in line in English and a 23-year-old takes the third in French. The camera continues to pan as the soloists taking each line of the song get older and older in age, ending with the 106-year-old Harry Fransman.
The first Zalando film from Wieden+Kennedy Amsterdam aims to show that no matter what your age, Christmas never goes out of fashion. The majority of the 100 performers were either street cast or plucked from community choirs and singing groups from across Europe.
Credits:
 
 
Director, Marketing Strategy & Campaigns
Jonny Ng
Lead Account Management-Marketing Strategy and Campaigns
Darius Gross
Campaign Management -Marketing Strategy and Campaigns
Amy Jayne Robinson
Lead Campaign Management - Marketing Strategy and Campaigns
Mona Herdener
Account Manager –
Marketing Strategy and Campaigns
Mona Mohamed Adel
 
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director
Eric Quennoy, Mark Bernath
Creative Director
Daniel Schaefer, Szymon Rose, Irene Kugelmann
Art Director
Güney Soykan, Cassandre Gouraud
Copywriter
Mohamed Diaa, Tim Coleman, Ben Harris
Head of Broadcast Production
Joe Togneri
Broadcast Producer
Endy Hedman
Assistant Producer
Eline de Roo
Group Account Director
Kirk Johnsen
Account Director
Aimée Betancourt, Louise Rahman
Account Manager
Isabelle Udall
Account Executive
Madison Inman, Abderrahim El Khouani
Head of Planning
Martin Weigel
Senior Planner
Nusara Chinnaphasaen
Head of Comms & Digital Strategy
Danielle Pak
Comms Strategist
Jocelyn Reist 
Art Buyer
Kate Barrett
Head of Design
Joe Burrin
Studio Director
Lizzie Murray
Studio Artist
Noa Redero
Project Manager
Eline de Roo
Business Affairs
Michael Graves
 
FILM PRODUCTION
PRODUCTION COMPANY    
CHERRY
Director
Jake Nava
Director of Photography
Mathieu Plainfosse
Executive Producer
Benedict Cooper
 
EDITORIAL
WORK EDITORIAL
Editor
Julia Knight
Executive Producer   
Julian Marshall
 
SOUND
Audio Mixing  
Factory
Mixer                          
Anthony Moore
Executive producer
Lou Allen
Music Supervision & production
MassiveMusic
 
POST PRODUCTION
MPC
Lead Flame Artist
Mat Elin
Flame Artist
Ricky Weissman
Colourist
Jean-Clement Soret/Matthieu Toullet
Producer
Thomas Cole
Executive Producer
Lauren Loftus
Design Supervisor
Donal O’Keefe
Motion Designer
Daena Lorne/Ingrid Tsy
 
PRINT PRODUCTION
Production Company
ROSCO PRODUCTION
Executive Producer
Laura Oughton
Photographer
Hill & Aubrey
Retouching
Deeptone
Tags: Europe
 
 
 
 
 
 
 
 
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