Celebrating 50 years of optimism through incredible products
Sometimes, all it takes is a small reminder that things aren’t as bad as they seem, and that’s exactly what Smiley’s anniversary-year launch with H&M achieved.
By amplifying Smiley’s 50-year message of optimism, the collaboration resonated deeply with consumers, capturing their hearts and minds through best-selling products and a marketing campaign designed to make the world a more positive place.
The collection was an exciting and playful mix of the of the ’90s – a decidedly retro vibe – with a hyper-modern touch, including tie-dye hoodies, loose-fit denim and relaxed joggers, tees, rugby shirts and sport socks. Even fun, flippant accessories and key pieces like the pile vest and the puffer jacket. The vast majority of the collection was made using more sustainable materials.
A bespoke and creative launch tapped deep into Smiley’s DNA for optimism and positivity while celebrating creativity and giving the nod towards the brands heritage for artistic subversion.
Playing on Smiley’s iconic and timeless appeal in a way that avoided ‘logo exhaustion’ and that put storytelling at the top of the content plan.
Creating a total brand immersion, rather than just a typical product campaign, Smiley and H&M created something genuinely unique to transmit positive vibes at a time when they were most needed.
A 360-degree marketing campaign delivering custom in-store POS, co-branding identity, window displays, engaging retail activations and immersive digital experiences to potentialise maximum impressions and reach.
In-Store
Press & Editorial
Content
Billions
of social media impressions
Millions
of clicks driving to store
