We Will Hug Again

For the holiday season, Zalando set out to bring the world a little closer by celebrating the ultimate expression of human connection through the one physical act we’ve missed most this year: hugging. The brand launched a fully integrated campaign just as Europe re-entered lockdown, sharing an emphatic message of hope: We Will Hug Again. For the anthem, Anomaly Berlin teamed up with six directors around the world and shot 100 years of hugs. The agency decided to cast real people who could hug because they already lived together.