H&M

Wham! Rap

P R I N T | F I L M | S O C I A L

Naomi Campbell and a squad of diverse influencers singalong to “Wham! Rap” in a playful karaoke world set on the streets of Tokyo.

For H&M Fall Fashion, we were asked to create desire for the collection within a target audience of females aged 15-35, developing a brand personality that resonates globally. So, we created a 2m30 film showcasing the 80s/90s fashion – turning an iconic track about male unemployment into a message about global female empowerment.

The film stars 90s icon Naomi Campbell singing along to George Michael’s 80s hit song “Wham! Rap” in a karaoke world, alongside a squad of diverse influencers all following her lead.

The campaign was live for 6 weeks in 69 markets, garnering 11+ organic views in the first week, and named 3rd in Campaign Magazines Top Ten Films for 2017.

Starring: Naomi Campbell, Adwoa Aboah, Camille Rowe, Devon Windsor, Stella Duval, Edwina Preston, Hikari Mori, Chawntell Kulkarni, Gia Seo, Chiharu Okunugi, Antonina Petkovic.

Film by Karim Huu Do

Stills by Mario Sorrenti

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