SITUATION:

As a brand, H&M is about beautiful Fashion - for everyone.

Sometimes fashion takes itself too seriously. So for this brief, H&M wanted to celebrate the collection – and women.

BRIEF:

Drive this ambition, and deliver the campaign at scale.

With some markets pulling in 30% of sales from online (moneyweek.com), it was key that this be a digitally relevant approach.

OBJECTIVES:

Create desire for the collection and positive brand associations with our target audience (females, aged 15-35) – by entertaining them.

Gain further earned reach in fashion industry press – by cutting through the noise of London and New York Fashion Week (when the campaign went live).

Be relevant at a global and local level.

This film shows the transformation of a timid woman into a swaggering, mic-dropping one – singing along to a karaoke film in Tokyo.

An immersive Karaoke world was created:

Post effects were applied throughout, and once the film was finalized, it was re-filmed off a TV screen for an authentic VHS look.

Retro type was crafted to appear as lyrics at the bottom of the screen.

In this world, an androgynous figure in a backstreet spins round - it’s Naomi Campbell. She lip-syncs to her late friend George Michael’s Wham! Rap.

Following her lead, a cast of diverse talent sing along, each one in their own beautiful and unique visual setting.

Surreally suspended mid-air in pink blossom, scaling the branches of an old Japanese tree, cruising on a bespoke neon motorbike.

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

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.