Choose running
Zalando
Every runner knows the moment. Rain, heat, early mornings, packed schedules, and the same question: should I stay or should I go? For Zalando’s 2026 EMEA running campaign, we turned that universal hesitation into a playful creative device built around the two paths every runner could take.
By dramatising both sides of the decision, we turned a familiar running tension into stories of choice, self-expression and momentum, positioning Zalando as the place where runners find the gear, style, and confidence to take them out.
We also created OOH visuals that showed up across Europe’s biggest running moments.
And UGC-style content, gave each runner assets built for their channels.
Credits
Agency: Anomaly Berlin
ECD: Seb Lyman
Creative Director: Greg Talbot, Theresa Kaussnner
Production company: Iconoclast
Director: Scottie Cameron
DoP: Thimios Bakatakis
Photographer: Melissa Schriek