The Mixx was asked to develop a creative platform to advertise H&M’s Pride Capsule Collection set to launch during June 2019, Pride Month. This collection consists of clothing and accessories targeted to an audience ranging from ages 18-49. The goal of the campaign is to communicate with the LGBTQ audience authentically by creating awareness, celebrating diversity and inclusiveness, and sustain H&M as the “democratic fashion” brand. The name of the collection is “Stay True. Stay You.”
We found that if there's one thing H&M truly offers its LGBTQ loyalists, its the ability to look and feel unapolegtically themselves. With their affordable prices and daring styles, along with their always-incluisive marketing and messaging, H&M makes it easy to make a statement and be seen. We wanted to introduce unexpected venues where our models were unrelentingly themselves, from bodegas to laundromats to bowling alleys. We recruited talent from all walks of life and identities to reiterate what H&M stands for: true diversity and inclusion.
The Mixx values co-creation and authenticity in marketing. We felt it was important that individual members of the LGBTQ community should be involved in creating something lasting for the community. We assembled a diverse team of LGBTQ stylists, photographers, videographers, etc., who were all involved in the key aspects of the campaign: creative, makeup, styling, photography, videography and directing. This was not just an ad campaign, but a passion project for all involved.
Deliverables: Video content, print assets, and social assets.
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