To raise awareness around World Recycle Week, the artist M.I.A. wrote the song ‘Rewear it’ exclusively for H&M. The campaign film is a music video, where M.I.A. is featured together with an eclectic cast of interesting influencers and inspirational people from all over the world. They range from music artists, dance artists, comedians and people with a passion for environmental and social sustainability issues. The basic thought is that people around the world, despite our differences, all have one main objective in common: the planet, and the film illustrates how people from across the world joins in a global fashion movement.

Among the participants were:

Yao Chen, a Chinese actress with over 71 million fans on Sina Weibo.

Michaela DePrince, a Sierra Leonean-American ballet dancer and former war orphan.

Yanis Marshall & co, dancers from France, who specialise in dancing in high heels.

Moffy, the cross-eyed model challenging fashion industry norms.

Fahad Albutairi, the first Saudi stand-up comedian to appear on stage professionally in Saudi Arabia and in the Gulf states.

Keith Ape, a famous rap artist from South Korea

Dope Saint Jude, a socially conscious advocate for feminism, body politics, class, race and gender neutrality in Cape Town.

The film was aired on TV globally.

Views: 4 080 000

Mentions during campaign period: 47 600

Engagement: 1.3 millions

Reach: 317 billions

Articles in magazines, online news and newspaper: 2400