H&M MAN was H&M's forgotten little brother - it had no apparent role in the lives of its consumers - competing with other brands vying for the attention of millennial men - H&M needed to provide a solution.

Uncommon's research revealed that men were concerned about whether they would achieve their goals, particularly with a precarious job market, a fraught economy, and inequality. This, combined with the fact that job applicants' competency is judged within one second of meeting an employer - men felt their visions were out of reach.

We came to see that H&M did not simply sell clothes; it sold confidence, revealing a unique role, leading to ONE/SECOND/SUIT.

As an unemployment crisis began to emerge, we launched an initiative with acts, not words. Struck by research that showed job applicants’ competency is judged within one second of meeting an employer, we came up with the idea of the ONE/SECOND/SUIT. The initiative helps tackle this bias by making sure the potential inside isn’t overlooked because of what’s on the outside. When we look good, we feel good. That’s why anyone with an upcoming job interview could hire a H&M Man suit, completely free, for 24 hours.

Launching in the UK and US with a stirring film exploring an important moment we all face at least once in our lives - a job interview. We also designed all the collateral to launch the suit. From the labels inside the suit, which intently folds to create the number one, to the suit bags, in-store activation, advertising and paid social.

Other brands are all talking about WHAT it means to be a man today and what your goals should be. There is a real and live debate around masculinity and what it means to be a man in the world today. Most brands vying for the attention of millennial men compete by promising an answer. It’s a cluttered, contentious space.

Our conversations with men globally revealed that this approach was a non-starter. Despite the conversations around masculinity, most men have a clear sense of who they want to be and where they want to go.We found people were far more interested in HOW they were going to achieve their goals, not what they were.

Revealing a unique role for H&M - because clothes had power. H&M didn’t simply sell clothes, we sold confidence and could be a unique ally on this journey.

To mark the roll out of the programme, we created a stirring film by critically-acclaimed director Mark Romanek. The film explores an important moment we all face at least once in our lives - a job interview. The film takes us through this pivotal event - showing an honest portrait of every man. We see different faces of all types of men carrying out universal morning rituals - we are met with the calm but strong voice of a mother in the background. We hear the relatable and motivating pep-talk that only a mother can give.

We designed all the collateral around the suit. The label inside the jacket, creating a striking logo which cleverly folded the label to represent the number one. The suit bag packaging, a unique pocket square and a fully integrated ATL campaign including TV, in-store, online, social, OOH for three-months in UK and US markets.

Early results were incredible – all the suits were fully subscribed within 24 hours of launch in both the UK and US. The initiative reached over 26 million through earned media and was featured across numerous global titles including primetime TV news, radio, online, social and inspired opinion pieces in the likes of The Guardian. The project featured in outlets such as Fox News, Forbes, The Daily Mail, Good Morning America, Hypebeast and LADBible.