Zalando
The Verbena
We turned “What should I wear?” into the first brand-hosted verbena in the heart of Madrid.
A verbena open to everyone, not just influencers. We brought together Rigoberta Bandini, Las Ketchup, La Pija y La Quinqui and hundreds of people to celebrate summer the way it's really celebrated. Out in the street, with music, an opening speech, lots of people and a brass band. Turning Príncipe Pío into an old-school street party.
Bass drum, trumpet and a good old brass band backing Rigoberta. A verbena that felt like the real thing.
And we took
“What should I wear?”
to the streets.
Because there are many ways to live the summer,
but nobody wears summer like
we do.
Because in Spain there's no summer without a verbena, the beach or a festival, the campaign hit Madrid and Barcelona with OOH that wasn't just about fashion: it was about identity and belonging.
