At Christmas (or the holidays, at it will be known in this brief), H&M get out-shouted by other brands and retailers. In the last year, Burberry enlisted Romeo Beckham to star in an Astaire-like musical dance, whilst Harvey Nichols used their tongue-in-cheek tone to create a range of gifts that allow you to give something excellent to yourself (and something less-good to your loved ones). All of this investment and noise left the second biggest fashion brand in

the world forgotten amongst other retailers at Christmas. H&M briefed the agency to change the scale of their holiday campaign. We aimed to create a campaign with a compelling message, executed and distributed in a manner that meant people would seek the content out for themselves. The aim was to generate fame for a brand that has been pushed to the back of people’s consideration set at this time of year.

Introducing our first holiday campaign for H&M, “Come Together”, directed by the extraordinary Wes Anderson and starring the brilliant Adrien Brody. The story takes place on Christmas Eve, with Brody as the conductor on a train full of passengers travelling to join their loved ones for the holiday.

To bring this message to life in a way that was utterly stylish, would cut-through the holiday clutter, and communicate ‘Come Together’ in a warm, inviting and seasonal way, we enlisted Academy-Award nominated director Wes Anderson, to execute the campaign with his signature style. This decision was critical to communicating our story in a way that would elevate our simple message and story – the coming together of strangers in an unfortunate situation – in a visually compelling way, that connected emotionally with our audience.

Adding iconic John Lennon track “Happy Xmas (War is Over)” further contributed to our commitment to delivering a positive, yet meaningful message. The campaign was focused around a hero launch moment, across 65 markets, simultaneously activating the campaign, to generate global conversation around the film. Launch was focused around social platforms: YouTube, Facebook, Twitter and Instagram to facilitate reaction, conversation and sharing of the film.