This work has been a very long time coming — Mom gained the H&M UK & Eire account final yr — nevertheless it’s well worth the wait. The launch of the brand new “Right here for it” platform coincides with the beginning of the brand new college time period and it feels very completely different from the same old style fodder, offering an entertaining view of younger British ladies and their wardrobes.
The marketing campaign is heavy on the content material and social media, as you’d anticipate, however there’s OOH too.
Paulina Kårelius, head of buyer activation & advertising H&M UK&I, stated: “Being a younger lady can really feel joyful, susceptible, highly effective – and every thing in between. We wished this work to be an sincere window into younger womanhood. The Right here for It platform talks in truth about younger ladies’s relationship with style – in all its complexity.”
Jess Reynolds, inventive director at Mom London, stated:“We wished to seize the truthful interaction between younger ladies and their style decisions… from nervous first day power, to trying ‘smart-casual’ at work, or not feeling ‘finished’ till earrings are in, via to the pure unadulterated pleasure of a praise from a stranger.”
MAA inventive scale: 7
