Cannes Lions

Fall Fashion

adam&eveDDB, London / H&M / 2018

Overview

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Credits

Overview

Description

H&M’s Fall collection 2017 is all about glam meets tailoring, 80s meets 90s, uber femme meets tomboy chic.

The creative idea shows the transformation from a timid woman to a swaggering, mic-dropping one – through a karaoke performance in Tokyo. She, and the audience, are immersed into a joyful Karaoke world featuring the glam Fall Fashion collection.

The karaoke world stars Naomi Campbell, singing along to Wham! Rap. With an eclectic squad of equally glamorous, diverse influencers following her lead – from Eastern and Western Europe, USA, Korea, Japan, India.

Adwoa Aboah, Camille Rowe, Devon Windsor, Stella Duval, Edwina Preston, Hikari Mori, Chawntell Kulkarni, Gia Seo, Chiharu Okunugi, Antonina Petkovic. Each of them looking to camera, singing with playfulness and strong femininity.

The film takes a track about unemployed male empowerment, and turns it into a message about global female empowerment—through fashion.

Execution

The campaign was live for 6 weeks, in 69 markets.

The lead 2min 30s film was live on YouTube and on the H&M website.

We also had TV, instore film, DOOH, print, Interview with Naomi Campbell, and social.

Outcome

DELIVERING DIGITAL REACH AT SCALE TO OUR TARGET AUDIENCE:

• An amazing 10m+ organic views in the first week, it has nearly 3x more views than the previous year.

• H&M’s most successful campaign of 2017.

• The most viewed H&M ad on their YouTube channel (11.5m+ views)

• Creating bespoke teasers of the campaign, and launch films for our 11 talent on their Instagram accounts, gained extra 7m+ reach, and relevance at a global and local level with our target audience.

CELEBRATING THE COLLECTION AND EMPOWER WOMEN:

• It made the impact during Fashion Week. With press coverage including an exclusive in Elle, E!News saying even George Michael would approve, and named in Harper Bazaar’s “Best Fall Fashion campaigns 2017”

• Vogue did a feature on the diversity of the cast, and there were then follow on features in Elle around H&M and Naomi Campbell being leaders in diversity.

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