This work has been a very long time coming — Mom gained the H&M UK & Eire account final yr — but it surely’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 vogue 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 count on, however there’s OOH too.
Paulina Kårelius, head of buyer activation & advertising and marketing H&M UK&I, mentioned: “Being a younger lady can really feel joyful, susceptible, highly effective – and every part in between. We wished this work to be an sincere window into younger womanhood. The Right here for It platform talks honestly about younger ladies’s relationship with vogue – in all its complexity.”
Jess Reynolds, inventive director at Mom London, mentioned:“We wished to seize the truthful interaction between younger ladies and their vogue selections… from nervous first day power, to making an attempt ‘smart-casual’ at work, or not feeling ‘executed’ till earrings are in, by to the pure unadulterated pleasure of a praise from a stranger.”
MAA inventive scale: 7
