ABOUT

For the highly anticipated 10th designer collaboration, Alexander Wang x H&M, H&M challenged us to create more buzz before the drop of the collection. We decided to award the need of fashionistas to be in the know with a sneak peek and let them share their knowledge with their peers.

Overnight a mysterious black neoprene box with tweet-and-reveal wall appeared in central London. By tweeting #AWxHMreveal the box would reveal a piece of the collection hidden behind one-way glass.

Online twitter was our Box of Wang. By tweeting the hashtag users would receive a personalised message, tweeting again would reward them with a gif of the collection and a third tweet directed them to the online look book.

The campaign increased conversations with H&M more than 800%.

Awarded with ao Festival Of Media Gold Best Social Media Campaign and Adweek Media Plan of the Year for Global campaign under $1m

Agency: UM London
Creative Director: Marcia Siebers
Production Director: James McAllister
Business Director: Eve Samuel-Camps
Media Planning: Megan Hunt
Digital Planning: Natasha Lenton & Marika Karouzou

Experiential Agency: Circle Agency
Creative Director Experiential: Neil Hooper

Camera and editing: Matt D’Urban-Jackson