Ogilvy & Mather Mixes Music & Fashion in H&M Digital Campaign

In H&M’s first mobile initiative across Asia, the fashion label has teamed up with Ogilvy & Mather Advertising, Shanghai to create a fashion catalog with a twist. Instead of a traditional, still product catalog, the team invented a musical product catalog – the “Fashion Mixer” – that mixes music with fashion for H&M’s Divided line of men’s and women’s summer clothing.

Music lovers across mainland China, Hong Kong, Singapore and Malaysia are invited to create their own personalized tracks through their smartphones and tablets. Each of the 43 new apparel including shirts, dresses, shoes and accessories, corresponds to a unique sound effect such as beats, melodies and voices. Music lovers can simply drag and drop a fashion item from the web catalog onto a ‘sampler’ that mixes the corresponding sounds into a tune. You can try the mixer on your mobile or tablet device here.

The tracks are shareable on social media via Facebook, WeChat and Weibo. Each week, those who have created tracks with the most ‘likes’ on the Top Mixers 100 Chart get a chance to win headphones sponsored by Skullcandy. 

Sascha Engel, Deputy Head of Digital, Ogilvy & Mather China, commented,  “H&M is leading digital and social media as the first brand to create an interactive music mixing experience via the mobile web. The Fashion Mixer engages youth to explore the brand’s new summer line in a relevant way that connects their passion for music with fashion.” 

Credits

Project Title: H&M Fashion Mixer

Client:  H&M

Creative Agency: Ogilvy & Mather Advertising, Shanghai

Brief: Promote the Divided product line by connecting it with music 

Chief Creative Officer: Graham Fink

Creative Director: Sascha Engel

Associate Creative Director: Marc Violo

Art Director: Liwen Fan

Copywriters: Liwen Fan, Marc Violo,

Account Management: Sascha Engel, Marc Violo

Agency Producers: Eddie Li, Rita Yang

Media Agency: Sonic Transmitted Disease

Head of Music: Marc Violo

Music Agency: EDC Shanghai

Production House: Mobile Now 

Exposure: Mobile, in-store, social media