2 IMAGE STRATEGY Product: H&M Advertising will educate people on the stance that H&M is taking toward a better environment and what the public can do to participate. Support will be shown through the Public Relations aspect of the campaign; providing an event that will allow the consumers to donate their old clothes and then purchase new environmentally-friendly clothing. BIG IDEA Tone will have an enthusiastic and caring outlook for the future. Slogan: Eco-friendly fashion
3 The Big Idea... is eco-friendly fashion at an affordable price. The new line of clothes will be very similar to the style that from the 70 s. The rising style today is a more retro look and H&M wants to provide this popular line of clothing in a more environmental way. They will provide it through a sustainable cotton initiative as well as all of their textiles sold at their stores. H&M has already begun this process by shipping their clothes by boat, to avoid the rise in overall prices as well as unnecessary emissions. NEW SLOGAN Eco-Friendly Fashion
4 MARCOM MATRIX Big Idea: The idea is eco-friendly fashion at an affordable price. The new line of clothes will be very similar to the style that from the 70 s. The rising style today is a more retro look and H&M wants to provide this popular line of clothing in a more environmental way. They will provide it through a sustainable cotton initiative as well as all of their textiles sold at their stores. H&M has already begun this process by shipping their clothes by boat, to avoid the rise in overall prices as well as unnecessary emissions. Advertising: The ads will produce a new line of clothing that will represent a retro style, more vintage from the 70 s. These ads will show the new styles that are coming out in men s, women s, and children s sizes. There will also be advertisements that will promote the customers to bring in clothes to any store and the events to be donated. Public Relations: Our big campaign will be introduced first in several of the larger H&M stores such as New York, Los Angeles, Washington DC, and Las Vegas. Eventually it will expand to other parts of the country as long as we have consistent media coverage. At each location, a fashion show will be held; displaying all of the latest vintage styles. The way that we want to involve the public is for them to retire old clothes and then have H&M s top designers restyle them and place their logo on the clothing before shipping them off. The idea is that even though they are old clothes they can be used and look good for others to wear. Sales Promotion: The main idea is to get people to the event; view our new line of clothing and to see what H&M is doing to help others. Our sales promotion states that for the items of clothing you bring into the store you will receive a 20% off coupon for your overall purchase. Event Marketing: A fashion show will be held in several major cities. During the main event customers can bring in old clothes and have the opportunity to meet with several of the main designers of H&M and talk about the project of redesigning old clothes. New Media: H&M is going to create a blog that will continually update customers with main events that are coming near them and will also display videos that show the process of taking old clothes and giving them new life. Direct Mail: H&M s direct mail piece has a unique design; it s a small vinyl record, promoting the old vintage look. The direct mail will provide information about the upcoming events, instructions to the blog, and how to follow us on other Social Medias.
5 TV SPOT Client: H&M 6-second TV Title: Mr. Big Stuff Slice of Life Video OPEN WITH MS OF WOMEN WALKING INTO CLOSET AND GOING THROUGH CLOTHES AND CU OF HER DISAPPOINTED FACE Audio SFX;; MUSIC Mr. Big Stuff By: JEAN KNIGHT, UP CUT TO THE WOMEN WALKING DOWN THE BUSY SIDEWALK WATCH- ING AS 70 S FASHION DRESSED STYLISH WOM- AN WALKING BY OPPO- SITE DIRECTION MS OVER SHOLDER OF THE WALKWAY AHEAD AS MORE STYLISH 70 S DRESSED WOMEN AND MEN PASS BY CUT TO WOMAN GET- TING OUT OF VEHICLE WALKING INTO OLDER HOME AND WALKING STRAIGHT TO BEDROOM
6 Client: H&M 60-second TV Title: Mr. Big Stuff Slice of Life PAGE 2 Client: H&M Job: 30-Second TV Title: Retro Fashion Give Back Type: Talking Person MS OF WOMAN DIGGING THROUGH MOTHER S OLD TRUNK AND CU ON BELL BOTTOMS AND PLATFORM SHOES BEING PULLED OUT CUT TO MS OF WOMAN WALKING IN OLD 70 S CLOTHES, CU ON HOLES IN CLOTHING, MS AS STYLISH WOMAN HANDS HER A FLYER TO H&M CUT TO MCU OF WOMANS HAPPY FACE AND DOLLY OUT TO SHOW THE WOM- AN IN FRONT OF H&M STORE WITH STYLISH 70 S MANNEQUINS Video OPEN WITH CAMERA PANNING WITH FLYING ANGLES OVER THE DRY, ARID AFRICAN LANDSCAPE. DISS TO CU OF CHILD SITTING IN THE STREET WITH OVERSIZED TEE ON. CUT TO MORE CHILDREN IN THE STREET WITH NOT ENOUGH CLOTHING AND STARVING BELLIES. CUT TO NEW YORK AT H&M HEADQUARTERS. Audio SFX: MUSIC Bridge Over Troubled Water BY SIMON AND GARFUNKEL VO: This is the city of Ghana in Africa. It's dry and the water is scarce. VO: Too many Children in Ghana don't have enough food, water, or clothing to protect them from the persistent UV rays. VO: Exposure to the elements leave millions of children cold and exposed. VO: H&M wants to help these children and shelter them from the cold. CUT TO SUPER OF WHITE SCREEN WITH H&M LOGO SFX: MUSIC Mr. Big Stuff By: Jean Knight, UNDER VO: Bring in your old clothes to the nearest H&M store today to be donated and receive a coupon for a fresh start. Eco-Friendly Fashion. H&M
7 RADIO SPOT Radio Spot Title: Retro Fashion Job: 30 Client: H&M Type: Spot The Donut SFX: DJ: SFX: STUCK ON YOU ELVIS PRESLEY UP Parents, are your closets full of those button- ups, fur coats, and bell bottoms you never wear anymore? Well, H&M is giving a discount on your purchases after you bring in your old stylish clothing. H&M wants to donate your clothing to the children in Africa after designers work on the clothing to make them suitable for their environment. Please, come donate your clothing and help the children in Africa. STUCK ON YOU ELVIS PRESLEY UNDER
8 PRINT ADS Type: One Liner
9 Type: One Liner Type: One Liner
10 Type: One Liner Type: One Liner
11 DIRECT MAIL Type: One Liner
12 This Patch will be sewn onto the clothing that will be donated. This patch will clearly represent the difference H&M is making.