Chleiderchäschtli
for ZALANDO

Before Nemo broke the code and won the Eurovision Song Contest in 2024, I was lucky enough to work with them (Nemo identifies as non-binary) and KT Gorique on the 10th anniversary of Zalando in Switzerland - we created a campaign that shows the brand itself has become more Swiss than ever.

If you are Swiss, you get it. If you have ever been to Switzerland, you will get it, too - because all the Swiss really want to tell you one Swiss German word only: Chuchichäschtli. It literally describes a little kitchen cabinet. The fashion version of this is the wardrobe, or in Swiss German: Chleiderchäschtli – a word creation we used to celebrate (style) diversity in all of Switzerland. An integrated campaign that came with a song (https://open.spotify.com/intl-de/track/4JrIcJykXjKR8pwA4vbQiv?si=ea73ded65e91489c), a music video and a bunch of offline and online ads.

My role: Concept, copy
Project management, concept: Michel Nellen
Art direction: Sebastian Danielsson
Graphic design: Mutasin Grabenhorst
Creative direction: Rob Hartmann
Production: Lina Baumann/Studio Voile
Director: Stini Röhrs
DoP: Pierre Castillo
Photography: Diana Pfammatter