There is a real and live debate around masculinity and what it means to be a man today. Most brands vying for the attention of millennial men compete by promising an answer.

Our research showed that men were really concerned about whether they’d achieve their goals. A precarious job market, fraught economy, inequality and more meant that most men felt their visions were out of reach.

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.

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 ONE/SECOND/SUIT. A programme where men with a job interview can borrow a free suit for 24hours.

We designed all the collateral around the suit. The label inside the jacket created a striking logo, which intently folded the label itself to represent the number one. The suit bag packaging, a unique pocket square with the inspiring message ‘Every Moment is a Chance’ and a fully integrated ATL launch campaign. This included a moving-film directed by Mark Romanek exploring an important moment we all face at least once in our lives - a job interview - and the easing pep talk only a mother can give as well as in-store activation, social, OOH and flyposters.

Early results were incredible – all the suits were fully subscribed within 24hours of launch in both the UK and US. The initiative reached over 26million through earned media and was featured across numerous global titles including primetime TV news, radio, social and coverage in the likes of The Guardian, Forbes and Hypebeast.