Create awareness and a buzz around the new H&M men’s department, which can be built upon over time, putting H&M firmly on the map for good quality tailored fashion. Foreign’s role was to develop a campaign site and on-line media solutions that were integrated with a range of media channels, including print, in-store advertising and direct mail. This was to be done using the iconic figure of Paulo Maldini, one of Italy’s longest serving football players.