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.

our new campaign for H&M's Modern Essentials reunites David Beckham and Kevin Hart. The film, directed by Fredrik Bond of MJZ, follows David and Kevin on the road from Los Angeles to Las Vegas to meet financiers for a new Vegas musical, “I, Beckham The Musical”.

We created a second, 5-minute episode, starring David Beckham and Kevin Hart.

We teased our audience with a series of organic social posts from David’s and Kevin’s Instagram accounts, as well as outtake films leading up to the launch of the documentary online.

We created a 30” trailer for the content, which broke online globally one week before the episode launched, pushing consumers to watch the full 5-minute film online.

The film, shot by director Fredrik Bond, shows with Kevin and an unwilling David on the road, travelling from LA - Las Vegas to pitch Kevin’s latest idea: I, Beckham, The Musical. It built on the success of the first episode, continuing the unlikely relationship between David and Kevin, creating watchable, sharable content that created headlines.

We also launched the campaign with the boys rolling back into LA in the ‘I Beckham’ RV, at our H&M flagship store.