| Title | FOR EVERY VICTORY |
| Brand | H&M |
| Product/Service | CLOTHING |
| Category |
A03. Casting |
|
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Production
|
WORKFIGHTCULTURE AB STOCKHOLM, SWEDEN
|
Credits
| Karin Frisell |
Forsman & Bodenfors |
ART DIRECTOR |
| Tove Eriksen Hillblom |
Forsman & Bodenfors |
COPYWRITER |
| Andrea Sundström |
Forsman & Bodenfors |
Copywriter Social media |
| Leif Sorte |
Forsman & Bodenfors |
Senior Account Director |
| Nicole van Rooij Ekström |
Forsman & Bodenfors |
Account Manager |
| Ellinor Bjarnolf |
Forsman & Bodenfors |
Designer |
| Maja Bredberg |
Forsman & Bodenfors |
PR STRATEGIST |
| Helena Wård |
Forsman & Bodenfors |
Agency Producer, Digital |
| 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 |
Project Manager Digital |
| Marieke Neleman |
H&M Inhouse |
Project Manager Social Media |
| Anna Qvennerstedt |
Forsman & Bodenfors |
COPYWRITER |
| Max Vitali |
Workfightculture AB |
Director |
| Sophie Hedberg |
Sophie Hedberg |
Producer |
| Ylva Axell |
FLX |
Producer |
| Gösta Reiland |
ArtOfficial Agency |
D.O.P |
| Denise Östholm |
Denise Östholm |
Stylist |
| Tom Poole |
Company 3 |
Grading |
| Oliver Bugge Coutté |
ArtOfficial Agency |
Editor |
| Jonas Quant |
Jonas Quant |
Music |
| Workfightculture AB |
Workfightculture AB |
Production Company |
| Gangsters |
Gangsters |
Online |
Brief Explanation
This H&M Sport film, narrated by Caitlyn Jenner, is a celebration to all those who keep fighting no matter what challenges they might face. We see Mike Coots, who has returned to his passion of surfing after losing one of his legs in a shark attack; we see Cuban female boxer Namibia Flores who is fighting against discrimination as well as economic challenges, we see Kings Cross Steelers, the world’s first gay rugby club, among others.
Each scene features a particular challenge, and as we end on Caitlyn Jenner, who we then see is the narrator, we understand that the entire story is also about her own personal journey to physically become the woman she is.
This is truly a film to salute every kind of victory.
The choice of trans, former Olympic gold medalist, Caitlyn Jenner as the main star and narrator of this film truly shows that the message For Every Victory isn’t just empty words. This is a person who knows what it means to fight hard both on and off the field, and who in return has won two of the greatest victories possible – both becoming one of the world’s greatest athletes (then as Bruce Jenner), as well as that of becoming herself.
The film tells the story of different kinds of challenges. Apart from the people mentioned above, some more examples include Chelsea Warner, world champion gymnast with Down’s syndrome, muslim skater girls, Arthur Ashe (the first black player selected to the United States Davis Cup Team and the only black man ever to win the singles title at Wimbledon, the US Open and the Australian Open).