2013 Isabel Marant was choosen for the annual designer collection at H&M.
The brief was to create buzz around this without loosing the exclusive feeling.
The solution was a special made eurosize in the center of Stockholm. By combining traditional OOH with Mobile, we created a real physical show-room where the mobile was the key.
Tweet #HmlookNbook to magically unfrost the glas, and the garment of the day was shown together with info on how to pre book it. In that way, we reward our most loyal fans by giving them an exclusive pre-view of the collection and the possibility to secure their own piece. Before anyone else in the world.
Andrea Gezelius, IUM
Patrik Sundberg, IUM
Mathias Ewert, JCDecaux
In collaboration with: Tobbe Christell, Havelle media
Film: Johan Blomborg