Title	CLOSE THE LOOP
Brand	H & M HENNES & MAURITZ
Product/Service	CLOTHING, FOOTWEAR & ACCESSORIES
Category	A02. Script
Entrant Company	FORSMAN & BODENFORS Gothenburg, SWEDEN
Advertising Agency	FORSMAN & BODENFORS Gothenburg, SWEDEN
Production Company	CALLBOY Stockholm, SWEDEN

Name	Company	Position
Anna Qvennerstedt	Forsman/Bodenfors	Copywriter
Karin Frisell	Forsman/Bodenfors	Art Director
Leif Sorte	Forsman/Bodenfors	Account Supervisor
Joachim Levin	Forsman/Bodenfors	Account Manager
Ellinor Bjarnolf	Forsman/Bodenfors	Designer
Maja Bredberg	Forsman/Bodenfors	Pr
Jenny Ring/Joel Borg	Forsman/Bodenfors	Music Supervisor
Magnus Kennhed	Forsman/Bodenfors	Film Agency Producer
Helena Wård	Forsman/Bodenfors	Digital Agency Producer
Erik Zetterberg	H/M Inhouse	Head Of Creative
Daniel Herrmann	H/M Inhouse	Head Of Marketing
Pär Zetterberg	H/M Inhouse	Project Manager
Lars Nilsson	H/M Inhouse	Producer Film
Erik Hagström	H/M Inhouse	Operative Project Manager Digital
Maria Giertz	H/M Inhouse	Project Manager Social Media
Karin Brinck	H/M Inhouse	Project Manager Sustainability
Annika Sandström	H/M Inhouse	Head Of Media
Anna Eriksson	H/M Inhouse	Pr
Max Vitali	Callboy	Director
Mattias Rudh	Callboy	D.o.p
Alexanders Blidner	Freelance	Producer

The Campaign

This film, narrated by Iggy Pop, is a liberating message that encourages us to break all taboos in fashion, to wear whatever we want and be whoever we want. There are no rules in fashion but one: Recycle your clothes.

Creative Execution

VO Wear brown shoes after 6. Wear a hat indoors. Wear a short skirt after 40. Wear a short skirt if you’re a man. Try too hard. Don’t try at all. Dress like a girl. Dress like a man. Dress like a teen. Stand out. Blend in. Mix prints. Mix pink and red. Show your panty line. Go commando. Cover up. Show it all. Be trashy. Be neat. Wear pink. Wear blue. Wear yellow if you’re blonde. Wear red if you’re a redhead. Wear socks in sandals. Look fake. Look chic. Look sheikh. Be a princess. Be boring. Take a stand. Be uniform. Be liberated. Be old. Be new. There are no rules in fashion but one: Recycle your clothes. H&M (Logo) Together we can close the loop hm.com Leave your unwanted garments in any of our 3,300 stores. We reuse them or recycle them into new clothes. Recycling one single t-shirt saves 2,100 litres of water.