Zalando's 2020 Holiday campaign #WeWillHugAgain aimed to celebrate human connection during challenging times with optimism and hope. The UGC activation, led by me, encouraged people to post a favorite hug picture on Instagram for a Red Cross donation. 

The activation featured prominent celebrities and influencers like David Beckham, Diane von Furstenberg, Munroe Bergdorf, Leonie Hanne and Tamu McPherson. The campaign gained over 4,000 uploads on Instagram and media attention from British Vogue and GQ.