| Title | WORLD RECYCLE WEEK |
| Brand | H&M - HENNES & MAURITZ |
| Product/Service | PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES |
| Category |
B07. Excellence in Music Video |
|
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Production
|
INDIO Stockholm, SWEDEN
|
|
Additional Company
|
H&M Stockholm, SWEDEN
|
Credits
| Karin Frisell |
Forsman & Bodenfors |
Creative |
| Anna Qvennerstedt |
Forsman & Bodenfors |
Creative |
| Leif Sorte |
Forsman & Bodenfors |
Senior Account Director |
| Patrik Danroth |
Forsman & Bodenfors |
Account Manager |
| Håkan Larsson |
Forsman & Bodenfors |
Designer |
| Ellinor Bjarnolf |
Forsman & Bodenfors |
Designer |
| Axel Söderlund |
Forsman & Bodenfors |
Designer |
| Maja Bredberg |
Forsman & Bodenfors |
PR |
| Andrea Sundström |
Forsman & Bodenfors |
Copywriter |
| Mattias Lindberg |
Forsman & Bodenfors |
Motion Graphic Designer |
| Jenny Ring |
Forsman & Bodenfors |
Music Supervisor |
| Magnus Kennhed |
Forsman & Bodenfors |
Agency Producer, Film |
| Helena Wård |
Forsman & Bodenfors |
Agency Producer, Digital |
| Erik Zetterberg |
H&M Inhouse |
Head of Creative |
| Daniel Herrmann |
H&M Inhouse |
Head of Marketing |
| Fia Ingman |
H&M Inhouse |
Project Manager |
| Syrsja Larsson |
H&M Inhouse |
Operative Project Manager, Film |
| Henrik Harwor |
H&M Inhouse |
Music Supervisor |
| Philippe Tempelman |
Indio |
Director |
| Johan Lindström |
Indio |
Executive Producer |
| Jimmy Wåhlin |
Indio |
Producer |
| Nicolas Karakatsanis |
Indio |
D.O.P |
| Aaron Sillis |
Aaron Sillis |
Choreograph |
| Denise Östholm |
Denise Östholm |
Stylist |
| Chimney |
Chimney |
Grading |
| Chimney |
Chimney |
Online |
| Johan Söderberg |
Johan Söderberg |
Editor |
| Johan Wik |
Johan Wik |
Editor |
| Red Pipe |
Red Pipe |
Sound |
The Campaign
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.
Creative Execution
The campaign music video where M.I.A. is featured together with an eclectic cast of interesting influencers and inspirational people from all over the world.
M.I.A, an English recording artist. She is also a songwriter, painter and director.
Yao Chen, a Chinese actress and the person on Sina Weibo with the largest number of "fans", with over 71 million as of August 2014.
Michaela DePrince, a Sierra Leonean-American ballet dancer and former war orphan.Yanis Marshall, Arnaud Boursain and Mehdi Mamine, 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, 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.
Views 2 weeks after launch: 4 080 000
Mentions during campaign period: 47 600
Engagement: 1.3 millions
Reach: 317 billions
Articles in magazines, online news and newspaper: 2400
The campaign was a music video with an exclusive track created by M.I.A. for H&M:s World Recycle week. It was a rare collaboration as M.I.A. has never been involved in a commercial campaign before. The music video was promoted through H&M:s own channels as well as M.I.A:s and the other participants own social media accounts. It has also aired on TV globally in shorter versions.
H&M should lead the fashion industry when it comes to sustainability initiatives. And that should be top of mind among consumers.
World Recycle Week took place between April 11 to April 24 2016. The music video was exposed online, as TVC:s and in H&M stores around the world. The carefully selected participants were interviewed for H&M:s different social media channels and they also helped spread the message through their own accounts.