Category B01. Consumer Goods
Entrant NEW LAND Stockholm, SWEDEN
Idea Creation FORSMAN & BODENFORS Stockholm, SWEDEN
Production NEW LAND Stockholm, SWEDEN
Name Company Position
Marcus Ibanez new-land Director
Joi Persson new-land Executive Producer
Moa Looft new-land Producer
Charlotte Hurtig new-land Line Producer
Lena Von Der Burg Forsman & Bodenfors Agency Producer
Adam Ulvegärde Forsman & Bodenfors Creative
Karolina Groop Forsman & Bodenfors Creative
Nikolaus Kohler M.A.P. Offline Editor
Oskar Larsson TINT Colourist
Matthias Eklund Studio FYR Sound Engineer
Olle Pettersson TINT Online Editor

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This film showcases the new collection of Denimwear for H&M. The sustainability-focused fashion brand shows that sometimes you have to take steps backwards in order to make progress for a greener future. The film follows a selection of men and women all in reverse, reflecting that denim can be re-worn and re-used, living multiple lives.

Cultural / Context information for the jury