Created by digital agency Perfect Fools, the campaign comprises social media activity and a website that aims to “bring to life” H&M’s current print activity through slow motion video.
The activity uses the retail brand’s signature red and white colour scheme and echoes the falling leaves visuals from H&M’s existing advertising campaigns featuring supermodel Karen Elson and male model Patrick Petitjean.
The video content was filmed alongside the photoshoot for the press ads in New York.
Elements of the digital campaign will feature on H&M’s existing e-commerce site and Facebook pages. It will be supported with online banner ads.
The campaign includes a social media application, which includes a blogging tool that allows users to ‘embed’ links to their favourite H&M clothes from the autumn/winter collection to websites and blogs.
It follows the interactive, video-enabled Seamless Catwalk campaign Perfect Fools created for H&M’s spring collection, that allowed customers to view clothes and accessories on photo-realistic models on a virtual catwalk.