H&M has unveiled a giant Christmas advent calendar in Shoreditch to highlight the brand’s product range from the H&M gift guide.
The 218-metre-squared gift-wrapped present sees a sealed window open each day of the month to reveal H&M gifting options to Christmas shoppers passing by.
The ‘Unwrap the magic’ mural artwork, created by visual artist Maddalena Carrai, intends to build on the anticipation of Christmas and position the retailer as a ‘progressive and fun’ fashion brand.
“December is such a busy time of the year for a brand and here at H&M we knew we needed to go big in order to cut through and make an impact this Holiday season,” H&M media lead, Hannah Townsend, said.
“We are a brand with a broad range of customers and the advent calendar mural allows us to showcase an array of products in a festive, fun and innovative way.”
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The OOH campaign is part of a larger campaign planned and booked by the7stars and Kinetic.
The7stars’ Georgina Simms added: “To stand out in a cluttered landscape this Christmas, we have leveraged assets to create premium moments across multiple touchpoints that blended in with consumers on-the-go behaviour this month.
“Firstly, we focused on brand awareness with frequency and reach across non-standard OOH sites. However, we also made sure we’re driving consideration and conversions across all target audiences”.
