Zola Campaign Shows That Weddings Are More than Just One Day

Arts & Letters Creative Co. has launched a new campaign for Zola, the leading wedding planning platform for couples. The campaign, 'Celebrate Along The Way', is a refreshing, authentic portrait of what the real wedding planning journey is like for today’s couples. 

While the rest of the wedding industry tends to solely focus on the blissful 'Big Day' as the centerpiece, Zola brings a unique and relatable lens. As a company that has brought revolutionary ease and empowerment to a notoriously complicated and stressful process for over 2 million couples, they know that reflecting a couples’ reality means showcasing that weddings are more than just one day. 

The campaign highlights all of the important wedding planning victories and emotions — from the high of nailing down a venue, to the awkwardness of a first dance rehearsal, to finally getting those invites out the door. Couples’ journeys begin well before marriage with the average engagement period being longer-than-ever at an average of 18 - 24 months, and so those moments along the way have never been more important to celebrate. 

The agency has also launched OOH, which is featured in New York City transit. The work complements the relatable moments brought to life in film with insights that speak directly to the New York City couple, like “For the day you register for an espresso machine while chugging an $8 latte” and “For the day you discover the bar where you met also doubles as a wedding venue.” 

Both the films and OOH demonstrate what it means to be hyper-relatable and authentic to the modern couple. Zola is constantly striving to deeply understand what’s important to their audience (publishing some of those insights in an annual First Look Report), always pushing beyond the industry standard depiction and looking to be inclusive and representative of all couples. 

Backed by that understanding, Zola continues to empower and equip the modern couple by creating content, building an ecosystem of wedding planning tools, and leveraging partnerships that address relevant and top of mind issues to couples. Since its founding in 2013, Zola has become the brand and resource couples turn to and relate to – wherever they are on their journey. This campaign’s message is no exception.

“With this new campaign, you feel the relatability and the truths, right away,” said executive creative director Danielle Flagg of Arts & Letters. “The wedding day itself is so meaningful, but there’s as much realness in those other small and large moments before, during and beyond. Throughout our collaboration with Zola, those aspects were hugely important. We are excited to bring something to light that can honestly reflect any and all couples’ experience of planning their futures together.”