Cannes Lions

One/Second/Suit

UNCOMMON, London / H&M / 2021

Awards:

1 Gold Cannes Lions
1 Silver Cannes Lions
1 Bronze Cannes Lions
2 Shortlisted Cannes Lions
Presentation Image
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Background

With the media predicting a looming global recession and unemployment rates rising – with younger people in particular facing the worst prospects in decades. H&M wanted to help open more doors for individuals and boost confidence in a job interview.

Research reveals, it takes an employer less than one second to judge your competency on your appearance. This new initiative – ‘ONE/SECOND/SUIT’ – will tackle this bias by ensuring the potential inside isn’t overlooked because of what’s on the outside. A 24-hour free suit rental from any individual attending a job interview to help make a powerful first impression. By renting not buying, interviewing in the ‘ONE/SECOND/SUIT/ is a conscious decision.

Idea

A powerful film initially launched the rental service – which followed the story of different men performing their everyday morning rituals before preparing themselves for that all important first interview. The film also uses the real advice taken and recorded from a diverse cast of mums - sharing advice and support for the voiceover - instantly tapping into an emotional experience.

Every detail of the suit itself was designed to build confidence. The campaign has two visual branding elements. A large number 1 which in its most elegant representation is a folded suit label and the name ‘ONE/SECOND/SUIT’ punctuated with forward slashes to represent the angle of the fold of the label. And a striking red pocket square with the handwritten quote ‘Every moment is a chance.’

OOH and social also supported the campaign including an Oxford Circus takeover in the UK.

Strategy

We’d come to realise that clothes were powerful, creating confidence and becoming a unique ally on an individual’s journey. A truth that might well have made an interesting ‘ad’. But, whilst discussing this, the world’s media was predicting a recession and documenting an unemployment crisis. We believed there was an opportunity and obligation to do more than entertain. We changed our goal from ads to acts. Doing so led us to a research paper from Princeton University, that had established job applicants’ competency is judged within one second of meeting an employer. And so, a new service was born. The ONE/SECOND/SUIT – a pilot programme in the UK and US where anybody with a job interview can borrow a suit for free,

Execution

A powerful film initially launched the rental service – which followed the story of different men performing their everyday morning rituals before preparing themselves for that all important first interview. The film also uses the real advice taken and recorded from a diverse cast of mums - sharing advice and support for the voiceover - instantly tapping into an emotional experience.

Every detail of the suit itself was designed to build confidence. The campaign has two visual branding elements. A large number 1 which in its most elegant representation is a folded suit label and the name ‘ONE/SECOND/SUIT’ punctuated with forward slashes to represent the angle of the fold of the label. And a striking red pocket square with the handwritten quote ‘Every moment is a chance.’

OOH and social also supported the campaign including an Oxford Circus takeover in the UK.

Outcome

The initiative received an overwhelming response across social, press and broadcast news.

“ONE/SECOND/SUIT feels like both a community-minded and savvy move from H&M.” The Guardian

“As part of H&M’s move to only use recycled or sustainably sourced materials by 2030, the single-breasted suits on offer through the project, are made using 50 per cent sustainable materials.” British GQ

“Many shoppers have praised the move to help people get back into employment.” My London

The suit pilot was such a success in the UK, the retailer is launching the initiative in the US in May 2021, with more plans to roll-out across global markets.

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