As H&M is a global brand, with stores on 56 markets, we wanted to illustrate a global movement where together we can make a huge difference. M.I.A. wrote the song ‘Rewear it’ exclusively for the campaign. In the film we use dance to illustrate how people from all over the world rise and join the movement. The choreography flows seamlessly from one person, interpreted in various dance styles. M.I.A. is featured together with an eclectic cast of inspirational people from around the globe. They range from music artists, dance artists, comedians and people with a passion for environmental and social sustainability issues.

The campaign ramped up during the week before the actual World Recycle Week, in order to get people to clean out their closets. During WRW the campaign took over all spaces in store, store windows and facades. Custom made WRW bags spread the message on town. MIA performed at live events in London and Stockholm. The influencers spread the campaign in their channels. Famous Youtube haulers were engaged in a “re-haul” initiative where they cleaned out their closets like an inverted haul.

The film aired on TV globally.

This global project highlighted the idea of recycling clothes on markets where the awareness was low, at the same time broadening the view on recycling on markets more custom to the concept. We invited everyone to be a part of the solution to climate change, with the goal of activating H&M shoppers all over the world – and making fashionistas and environmentalists into one. This sustainability initiative resulted a media impact with an estimated value of $10.884.868, as well as a new digital trend within our target audience around the #rehaul concept – with an impressive engagement rate of 7,6% on Youtube. The campaign got over 11,1 million views in total, and over 1,8 million engagements. At the end of World Recycle Week – over 1.100 tonnes of clothes had been collected. An increase by 478% compared to the week before.