Title	H&M WEARABLE LOVE
Brand	H&M
Product/Service	WEARABLE LOVE JACKET
Category	A03. Durable Consumer Goods including Automotive
Entrant	WYNKEN BLYNKEN & NOD Hamburg, GERMANY
Idea Creation	WYNKEN BLYNKEN & NOD Hamburg, GERMANY
Media Placement	VIZEUM DEUTSCHLAND Hamburg, GERMANY
Production	ELEMENT E FILMPRODUKTION Hamburg, GERMANY
Production 2	WEAR IT BERLIN GMBH Berlin, GERMANY
Additional Company	H&M Hamburg, GERMANY

Name	Company	Position
Matthias Erb	Wynken Blynken & Nod	Chief Creative Lunatic
Jens Theil	Wynken Blynken & Nod	Chief Creative Lunatic
Larah Timm	Wynken Blynken & Nod	Group Head Account Management
Sebastian Weber	Wynken Blynken & Nod	Creative Director Copy
Christian Baur	Wynken Blynken & Nod	Creative Director Art
Muhamed Braimi	Wynken Blynken & Nod	Creative Lunatic/Art
Vanessa Fehst	Wynken Blynken & Nod	Junior Art Director

Why is this work relevant for PR?

In a time when social distancing dictates our everyday lives, H&M launched an innovation that brings people closer together even when they’re apart. “Wearable Love” is a jacket that lets people send a physical touch to each other, no matter the distance. The idea struck a chord in these difficult times and reached more than 300 million people all over the world through earned media alone.

Background

H&M wanted to launch an innovative fashion concept: clothing that can overcome physical distance between people through the use of technology. The task was to give the concept a name, a visual identity and to promote it in a relevant context in order to make people talk about it and create a maximum of earned media.

Describe the creative idea (20% of vote)

Science has proven that touching each other is essential for our mental and physical health. But this year, science tells us to keep away from each other in order to stay healthy. It is time to think about new ways to connect. That’s why H&M called its new range “Wearable Love” – the first fashion item that’s not just an expression of style, but an expression of love. It’s a jacket equipped with technology that transmits a physical touch sent by your loved ones. Flexible sensors and tactile elements incorporated into the fabric evoke the sensation of a gentle hug. This virtual touch is triggered by the Wearable Love app. People can invite their friends and create individual touch patterns. With this product category H&M offers a new way of connecting with each other and shows how fashion can take on a completely new, social component.

Describe the PR strategy (30% of vote)

Whether it’s a long-distance relationship or any other reason why you can’t be close to your loved ones: The concept of a jacket that lets you hug each other in spite of physical distance has many potential users. The intended target group was 18-49, tech-savy, digitally well-connected people who are interested in innovation and fashion. But during a time when the whole world is experiencing first hand what it means to be forced to keep your distance, this concept was bound to make everyone else talk about it as well. To kick off the conversation, "Wearable Love" was introduced with an emotional online film and the activation of selected media.

Describe the PR execution (20% of vote)

The campaign started with teaser clips taken from the film on social media showing the emotional effect of “Wearable Love”. At the same time, a press release was issued to national and international media in relevant markets across Europe, Asia, North and South America. H&M also used the extensive reach of their loyalty program to help spread the word by reaching members through owned digital channels.

List the results (30% of vote)

Hundreds of tech, fashion and news media around the world, including opinion leaders such as Vogue, Huffington Post, RTL and HLN covered the innovation by H&M, creating more than 300 million impressions in earned media with a budget of less than 15.000 €. The campaign created a positive response rate of 25.4% among H&M members. And it sent a message to the fashion world that the latest trend doesn’t just have to be clothes that people love, but ones that help people love each other.