| Title | FALL FASHION |
| Brand | H&M |
| Product/Service | H&M |
| Category |
A02. TV & VOD: Fiction & Non-Fiction |
|
Entrant
|
adam&eveDDB London, UNITED KINGDOM
|
|
Idea Creation
|
adam&eveDDB London, UNITED KINGDOM
|
|
Production
|
CAVIAR London, UNITED KINGDOM
|
|
Production 2
|
TRIM EDITING London, UNITED KINGDOM
|
|
Production 3
|
ELECTRIC THEATRE COLLECTIVE London, UNITED KINGDOM
|
|
Production 4
|
FACTORY London, UNITED KINGDOM
|
|
Production 5
|
OHLOGY London, UNITED KINGDOM
|
Credits
| Ben Priest |
adam&eveDDB |
Group Chief Creative Officer |
| Richard Brim |
adam&eveDDB |
Chief Creative Officer |
| Genevieve De Rohan Willner |
adam&eveDDB |
Creative |
| Selma Ahmed |
adam&eveDDB |
Creative |
| Erik Zetterberg |
H&M |
Global Head of Creative |
| Daniel Herrmann |
H&M |
Head of Marketing |
| Boshi Sadegiani |
H&M |
Project Manager |
| Lena Ostlund |
H&M |
Art Buyer |
| Fred Malros |
H&M |
Post production manager |
| Anthony Falco |
adam&eveDDB |
Chief production officer |
| Jack Bayley |
adam&eveDDB |
Agency Producer |
| Tammy Einav |
adam&eveDDB |
Joint CEO |
| Sam Brown |
adam&eveDDB |
Business Director |
| Jo Lorimer |
adam&eveDDB |
Account Director |
| Fizzy Keeble |
adam&eveDDB |
Account Manager |
| Sorcha Shepherd |
Caviar |
Executive Producer |
| Jane Lloyd |
Caviar |
Producer |
| Karim Huu Do |
Caviar |
Director |
| Daniel Bouquet |
Caviar |
DOP |
| Leila Sarraf |
Trim |
Editor |
| Josh Robinson |
Electric Theatre Collective |
Post Producer |
| Giles Cheetham |
Electric Theatre Collective |
VFX Supervisor |
| Henrik Hawor |
Electric Theatre Collective |
Music Supervisor |
| Jack Hallett |
Factory |
Audio Engineer |
| Ruth Gaughan |
adam&eveDDB |
Integrated producer |
| Viki Bingham |
adam&eveDDB |
Social media creative |
| Rebecca Wilson |
adam&eveDDB |
Social media manager |
The Campaign
H&M’s Fall collection 2017 is all about glam meets tailoring, 80s meets 90s, uber femme meets tomboy chic.
The creative idea shows the transformation from a timid woman to a swaggering, mic-dropping one – through a karaoke performance in Tokyo. She, and the audience, are immersed into a joyful Karaoke world featuring the glam Fall Fashion collection.
The karaoke world stars Naomi Campbell, singing along to Wham! Rap. With an eclectic squad of equally glamorous, diverse influencers following her lead – from Eastern and Western Europe, USA, Korea, Japan, India.
Adwoa Aboah, Camille Rowe, Devon Windsor, Stella Duval, Edwina Preston, Hikari Mori, Chawntell Kulkarni, Gia Seo, Chiharu Okunugi, Antonina Petkovic. Each of them looking to camera, singing with playfulness and strong femininity.
The film takes a track about unemployed male empowerment, and turns it into a message about global female empowerment—through fashion.
Creative Execution
The campaign was live for 6 weeks, in 69 markets.
The lead 2min 30s film was live on YouTube and on the H&M website.
We also had TV, instore film, DOOH, print, Interview with Naomi Campbell, and social.
DELIVERING DIGITAL REACH AT SCALE TO OUR TARGET AUDIENCE:
An amazing 10m+ organic views in the first week, it has nearly 3x more views than the previous year.
H&M’s most successful campaign of 2017.
Currently the most viewed H&M ad on their YouTube channel (11.5m+ views)
Creating bespoke teasers of the campaign, and launch films for our 11 talent on their Instagram accounts, gained us an extra 7m+ reach, and relevance at a global and local level with our target audience.
CELEBRATING THE COLLECTION AND EMPOWER WOMEN:
It made the impact intended during Fashion Week. With press coverage including an exclusive in Elle, E!News saying even George Michael would approve, and named in Harper Bazaar’s “Best Fall Fashion campaigns 2017” as well as mainstream media and marketing press.
Vogue did a feature on the diversity of the cast, and there were then follow on features in Elle around H&M and Naomi Campbell being leaders in diversity.
For H&M Fall Fashion, we were asked to challenge the “fashion film” norm by building a narrative, and making more of the women behind the clothes, developing a brand personality for H&M that resonates globally.
To do this, we created a 2min 30s piece of content to bring “pure joy” showing diversity and empowerment in women using a mixture of visual techniques and an ear-worm track to entertain.
The film shows a woman going through a transformation of self-confidence, as she watches a VHS style “karaoke” video on screen featuring Naomi Campbell lip syncing to her late friend George Michael.
Showcase the collection and celebrate individuality and empowerment through a joyous film, using a diverse group of influencers to drive relevance globally and locally.