It is no secret that our planet is in need of some positivity. After a year of turmoil, which managed to find its way into every sector of our society, many of us are looking towards the future in the hopes of a brighter tomorrow. Well, in a bid to aid us all as we attempt to inject some much needed good vibes into our lives is online fashion platform Zalando, with the release of their Activists of Optimism summer campaign.

Comprising of a video shot by Lucy Luscombe and a collection of still visuals captured by Jorde Perez Ortiz, Zalando’s campaign sees so-called ‘positive activists’, that have been picked from across Europe, partaking in their daily rituals. From influencers such as Rianne Meijer to French dancer Salif Gueye and Troy The Magician, we are taken on a high-energy tour through the figures’ lives as they dance, sing and prance about in a truly joyous manner. With an ethos steeped in translating good vibrations into acts of positivity, the video’s message is one of pure joy, as we look towards the band of young talents at the helm of the project for inspiration. And, Zalando’s main hope for its summer campaign? To bestow as much joy and positivity upon watchers as physically possible.

“After a year of lockdowns, for our 2021 summer campaign, we wanted to celebrate the season of hope and optimism by making people smile and provide them with a stage to express optimism freely,” Zalando’s Vice President of Global Marketing Ralph Rijks states. “We define activist of optimism through people who bring joy to others and themselves – whether it is a song, a dance, or an innovative makeup tutorial on TikTok, it is these small optimistic acts that connect us and spread joy. The campaign brings to life our 2021 overarching narrative of turning optimism into positive action (for yourself and others) through the joy of living life.”

To make its positivity-fulled crusade all the more exciting, Zalando’s campaign comes with the support of the Festival Of Optimism which is comprised of a series of pop-up events and visuals displays happening across Europe that will reach its climax on the longest day of the year, June 21st. So, as we attempt to get back to normality it is clear that we are going to need to keep our positivity and optimism levels up – and, thanks to Zalando, we will be able to just that.

Watch the Activists of Optimism campaign video below…