Campaign idea

Aiming to revolutionise the music industry, TopNotch & Noah’s Ark hosted an influential writing camp in 2015, a pivotal moment for Dutch Hip-Hop. This groundbreaking moment catapulted the genre to mainstream status and brought a successful album starring household names like Ronnie Flex and Frenna. Fast forward to 2023, we heard of a new writing camp featuring 60 emerging artists and producers. Dutch Hip-Hop fans couldn’t wait for the result as a new generation was clearly in need of their own sound.

To become a credible starting point for streetwear, we needed to authentically collaborate with those who pioneer in their domain of streetwear culture and that’s why we joined forces with TopNotch to introduce the Class of ’23: a campaign that gives a platform to the next generation of Dutch Hip-Hop artists that will shape the future of sound and style.

We brought together nine acts with the most potential to be part of Class of ‘23. They are tastemakers, cultural pioneers, the future of music and style. These artists don’t follow trends; they set the trends. They are the ones who determine what we listen to and what we wear.

We introduced the artists with a group photo and a cypher where they were styled from head to toe by Zalando. We launched the campaign via Instagram, TikTok, YouTube, and (D)OOH’s, where the artists’ own channels also played an important role.

Campaign idea

We created ‘You Are Invited,’ a campaign that celebrated diversity and inclusion in fashion, inviting everyone to participate. The campaign included a hero film, out-of-home assets, and social paid assets featuring community frontrunners like Sevdaliza, Jan Paul Paula, and Patrick Mason. Additionally, the launch was bolstered by an extensive PR campaign and event, leading to publications across various relevant platforms. The campaign was introduced in the Netherlands, Germany, and Italy.

Campaign idea

In collaboration with Stieglitz, we have developed a virtual Kingsday collection that captures the feeling of unity when we all dress up in orange. The virtual clothing collection includes a bomber jacket, bucket hat, and sunglasses, all designed with various orange patterns, and they are wearable for everyone through an Instagram filter.

With this initiative, Zalando provided everyone on social media with the opportunity to share the orange feeling and contribute to the sense of belonging. The campaign was promoted on Zalando’s own channels and supported by various media partners (Elle Magazine, RTL Boulevard, 538 Koningsdag festival) and influencers.