Cannes Lions

For Every Victory VR

MARVELOUS, Stockholm / H&M / 2017

Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

The idea was to not show the collection at all (at least not in this world). We wanted to create a scene where we would get the audience's complete focus, a scene where they would interact with the brand and the new collection in a new way and see the clothes in their right environment. Since we couldn't bring the audience to the olympics in real life we brought a part of the olympics to the audience.

Execution

We created a virtual reality experience where the Olympic collection played a vital role. People got a chance to get closer than ever and experience an Olympic sport first hand, when two skilled, professional swim divers dressed in the H&M collection, warmed up to dive from the highest platform. The VR-experience was mounted in the central of Stockholm during the event 'Olympic Days' that took place in 'Kungsträdgården'.

Outcome

During the campaign period thousands of people lined up to get a chance to see the collection in a new way and experience a swim dive from the highest platform. The virtual reality experience was a big hit, and without actually ever showing the collection for real, we highlighted its core in an innovative, tech-driven and exciting way and managed to take the entire H&M brand to new levels of tech-savviness

Similar Campaigns

12 items

Be Yourself And More

NEW LAND, Stockholm

Be Yourself And More

2021, H&M

(opens in a new tab)