H&M MAN’S 360°CAMPAIGN FOR THE
EDITION BY JOHN BOYEGA COLLECTION
“Be yourself. Express yourself.”
Role: Copywriter
In-house: H&M Man
For the second Edition by drop — H&M Man’s most sustainable collection yet — H&M Man teamed up with change maker and actor John Boyega. (First drop: Edition by Héctor Bellerín, Arsenal football player and environmentalist.)
Challenge
Edition by is more than a collection. It’s about H&M Man and John Boyega’s shared passion for fashion and progress. How can we talk about the sustainable materials that make this collection forward-thinking? How can we simultaneously create an intimate portrait of social justice advocate John Boyega?
Concept
Sandberg & Timonen came up with the concept of shooting John Boyega in a raw studio setting, creating an elevated documentary look and feel. No distractions. Just John, his message and his favourite pieces from the collection. In the moving content, Boyega spoke both Yoruba and English, embracing his British-Nigerian roots, and encouraging others to embrace who they are. For the still content, the focus was primarily on the organic, recycled and innovative materials that actually made this an agenda-pushing collection.
My contribution
I did the Q&A with John Boyega, which became the foundation for all of the storytelling that I created across all touch points: pressrelease, H&M Magazine article, store materials, the campaign at hm.com, newsletters, push notifications, organic and paid SoMe.
Team
Copywriter: Lotta Glimstedt (me)
Art director: Sandberg & Timonen
Photographer: Philip-Daniel Ducasse
Director: Ibra Ake
Hm.com:
