For The Christmas collection, the objective was to communicate on a theme and deliver an execution that has a strong connection to the Holiday season: “Togetherness”.The global campaign was sustained by traditional media : - A powerful TV burst - A creative presence on fashion magazines with a 2 x spread pages and inserts- A compelling digital & Mobile campaign on main websites …And a very innovative In-store eventH&M offered its customers the chance to be a model on a very special shooting. The event took place in the Champs Elysées Flagship.

The concept: from December 5th to December 17th 2011, a giant automatic photo booth was settled. The idea? Fashion addict comes together with someone (couples, friends, family members), chooses a look in the store, and is photographed in this booth, each couple leaves the store with the giant poster. Every day, the best picture is rewarded by a €100 gift card per person.

Overall, the event was a great success. It generated a lot of word-of-mouth on the second week, people were queuing waiting for the opening time (more than 50 people waiting).

- A lot of people asked if such another event would take place - Participants were very happy to be part of it and found the operation very qualitative It was also a good internal communication as the staff were very happy and proud to propose this to their customers.A few figures:- 2750 pictures taken during 13 days- 1580 posters printed (the printer worked non stop from 11:30am to 08:30pm)