A Wednesday client for more than a decade, H&M called upon the agency to deliver seasonal and special campaigns that created immediate, dramatic visual impact across an array of integrated channels. The consistent thread of all of Wednesday’s work with H&M was the vivid symbiosis of fashion and popular entertainment. Leading celebrities such as Beyonce, Lady Gaga and Katy Perry have provided popular culture permanence to campaigns that existed via multiple channel applications, communicated across the entire globe.
H&M and Wednesday long championed the use of up and coming model talent to punctuate the brand’s connection with the immediacy of fashion. Spring / Summer 2015 was no exception, with a highly immersive campaign that included Natasha Poly, Doutzen Kroes, Adriana Lima and Joan Smalls.
The campaign film led the campaign which was supported by a global media placement in TV and digital-out-of-home in more than 50 markets. The film generated more than 2.4 million views on YouTube.
Iconic musicians Lady Gaga and Tony Bennett joined forces for the H&M Holiday 14 campaign, with an accompanying music video which doubled as a TV commercial.
To launch H&M’s summer collection, Wednesday worked with global superstar Beyonce for an immersive campaign that leveraged the launch of her Mrs Carter world tour and album release. The photography was shot by Inez and Vinoodh, and the popular video by Jonas Akerlund.
To complement the above the line campaign, Wednesday launched an integrated digital component, which celebrated the best that summer brings. The campaign was launched in 42 languages around the world, and consisted of a website, an interactive Facebook page, and digital display advertising.
As part of the initiative, Wednesday created unique digital content (such as behind the scenes videos) - to be seeded across owned, paid and earned media - and also implemented digital consumer-engagement initiatives, including the first-ever custom Spotify app on Facebook. The app invited fans to upload their “Ultimate Summer” playlists.