In 2015, H&M challenged us to generate interest and buzz around the Autumn/Winter Modern Essentials Collection selected by David Beckham. We responded by creating a documentary that generated over 20M views online, was the brands most shared campaign of all time, and resulted in the collection selling out within 24 hours online. It was the most successful Modern Essentials campaign to date.

The partnership with Kevin Hart had also attracted a more diverse consumer to the brand.

So, in 2016, H&M challenged us to continue the story, to provide a new chapter in the bromance between Kevin & David, to generate further interest in the collection, and create further affinity between our global male audience and the H&M brand.

We new from research that we consumers enjoyed the long-format, mocumnetary style but that the humour could be punchier, and more daring that our first outing.

The two-part ‘mocumentary’ series ,shot by world-renowned director Fredrik Bond, launched in 2015 with the first episode.

We created a 30” trailer for the content, which broke online and on TV in 10 key markets, pushing consumers to watch the full 7 minute film online, available globally.

The first episode shows David hosting Kevin Hart, who is spending time with David to research the title role in “I, Beckham”, the movie. The genre is one that David isn’t known for and as a result shows a side of Beckham that the world rarely gets to see.

We followed this up with the second episode which followed directly on from the first, where, following the apparent success of I, Beckham: The Movie, we see Kevin and an unwilling David on the road, travelling from LA to Las Vegas to pitch Kevin’s latest idea: I, Beckham, The Musical.