The Impression’s Ongoing Series Spotlighting Fashion’s Leading Creative Agencies
By Kenneth Richard | The Impressionist
Project that Impressed Us
David Beckham Bodywear for H&M
As many of you know, the real Super Bowl is about the ads, and in 2014, Suburbia scored by creating a multichannel campaign that extended the reach and coverage of H&M’s David Beckham ‘Bodywear’ range.
The campaign featured a commercial of a photo shoot gone wrong, requiring a bodywear-clad Beckham to jump through hurdles to return to the shoot. Two endings were shot by ‘Drive’ filmmaker Nicolas Winding Refyn and Suburbia launched a teaser campaign with a microsite, voteforbeckham.com, that enabled guests to vote on which ending would air during the Super Bowl. The voting appeared as a live feed outside H&M’s NYC flagship store in Times Square and online as live updates.
To complement the commercial, a still campaign was shot by Glen Luchford to extend the campaign to print, OOH, and in-store.
The spot went on to become one of the Top Five Best Super Bowl ads of 2014 and the third most shared ad. The concept extended life to the campaign by creating buzz and excitement prior, during and after the launch, ultimately lifting sales as well as consumer engagement with the Swedish retailer.
A few of their clients*
Diane Von Furstenberg
Diesel Black Gold
Dolce & Gabbana
Paul & Joe
Ritz Fine Jewellery
Van Cleef & Arpels
* not all clients may be current