Title	SHE'S A LADY
Brand	H&M
Product/Service	CLOTHING
Category	B03. Use of Licenced or Remastered Music for a Brand or Campaign
Entrant	FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation	FORSMAN & BODENFORS Gothenburg, SWEDEN
Production	NEW LAND Stockholm, SWEDEN
Additional Company	H&M Stockholm, SWEDEN

Name	Company	Position
Agnes Stenberg-Schentz	Forsman & Bodenfors	Creative
Tove Eriksen Hillblom	Forsman & Bodenfors	Creative
Karin Frisell	Forsman & Bodenfors	Creative
Anna Qvennerstedt	Forsman & Bodenfors	Creative
Andrea Sundström	Forsman & Bodenfors	Copywriter, Social Media
Leif Sorte	Forsman & Bodenfors	Senior Account Director
Joachim Levin	Forsman & Bodenfors	Account Manager
Michelle Christiansen	Forsman & Bodenfors	Designer
Maja Bredberg	Forsman & Bodenfors	PR
Helena Wård	Forsman & Bodenfors	Agency Producer, Digital
Jenny Ring	Forsman & Bodenfors	Music Supervisor
Erik Zetterberg	H&M Inhouse	Head of Creative
Daniel Herrmann	H&M Inhouse	Head of Marketing
Matilda Zoc	H&M Inhouse	Project Manager
Gustav Carpner	H&M Inhouse	Art Director, Digital
Madelene Abelsson	H&M Inhouse	Project Manager, Digital
Karin Edgren	H&M Inhouse	Project Manager, Social Media
Strange Cargo	Strange Cargo	Producer, Film
Gustav Johansson	Gustav Johansson	Director
Akexander Blidner	Blidner Production	Producer
Joel Rostmark	Joel Rostmark	Producer
Mattias Rudh	Mattias Rudh	D.O.P
Robert Rydberg	Robert Rydberg	Stylist
Chimney	Chimney	Grading
Chimney	Chimney	Online
Leila Sarraf	Leila Sarraf	Editor
Lion Babe	Lion Babe	Music

The Campaign

To showcase this, we cast a wide variety of women from every part of the world, who all contribute to redefining what a lady is today: Hari Nef, actress, model and trans activist, Paloma Elsesser, body positive model and fashion icon, Pum Lefebure, multi-awarded business leader and Lauren Hutton, ground-breaking super model and business woman, to name a few. To create a truly feminist anthem, we used the 1971 Tom Jones hit song She’s a lady – a classically misogynist song. The song describes the ideal lady, one who knows her place – only this this time around, that place is at the head of a board room table. Or minding her own business. The scenes in the film, and the women selected, each contrast the original intent of the lyrics, giving the song an entirely new meaning.

Creative Execution

The full film was launched on Youtube, and 30 sec cut-downs have also been aired on TV across 60 markets. We have also worked together with blogs, influencers and magazines to further increase the reach.

The film has garnered major attention with a potential reach of 73 949 800 000, 5,5 million views (on social media only), 9 193 051 in engagement and over 970 articles written.

The film is set to the 1971 Tom Jones hit “She’s a lady”, originally an anthem to all the men out there who had managed to find the ideal lady – one who has style and grace, who is never in the way and who always knows her place (among other things). We used these misogynist lyrics and contrasted them by showing for instance a lady who knows her place – at the head of a board room table.

The target audience is basically women with an interest in fashion all over the world. Therefore, we needed our message to be inclusive, as well as relatable to women everywhere. And even though the preconceptions and standards for what a woman should be and look like vary greatly between, say, Saudi Arabia and the UK, we all share that common experience of being told by others, and the need to define ourselves. Since fashion and individual style are such a big part of that definition, we felt this was a great fit for a film celebrating the many individual ways there are to be a lady today.