The creative campaign showed a sequence of H&M models presenting the new fall collection. Specific extra-large posters in several urban areas were chosen one next to another creating the effect of a catwalk, long enough to display the entire collection. The distance between them (ranging from 5 to 15 metres) was covered with a stretched black mesh, on which the headline "Fall Collection 2004" was written with big white letters.

The "enhanced" posters were an extraordinary tool which sold the collection well and raised the brand's image of being a high-fashion brand.