BACK
TO
SCHOOL
Between summer and fall, H&M Kids’ biggest sales period of the year takes place — Back to School. It’s one of the most important events in kids’ fashion, and H&M set out to create a global concept penetrating all commercial layers to build awareness and create conversion.
This year, we launched a new brand identity and our challenge was to navigate new directions while creating an expression that could establish H&M’s identity.
Our goal was to build fashion perception while staying true to our target group and the time period. My creative partner and I landed on a concept around the famous school bus, turning it into a pink fashion runway. The idea was to elevate the fashion in a relevant setting, while creating a feeling of self-expression, confidence and the excitement of going back to school.
Responsibilities
Building creative concept and direction with Art Director
Writing scripts
Establishing ToV and crafting copy for all channels
Driving project and collaborating with internal stakeholder, project group, external stakeholders and agencies