In 2013 H&M launched a new campaign initiative called "H&M Loves Music" and focused their communiction around 4 popular festivals around the World. Roskilde Festival was one of them and the goal was to something very different.
H&M is also is the largest user of organic cotton in the world and at We/Do Agency we wanted to combine the two worlds and created the concept #hmRoskilde.
The idea was to build an area made out of materials usually used by H&M. The main contruction consisted of 7 containers and pallets that are used to ship H&M products around the world.
#hmRoskilde consisted of a Design Lab & Swap Shop where festival guests could hand in old clothes for the iCollect program and swap them for on site designed clothes and accesories. The area also housed a rooftop garden, and a rooftop bar, where cradle-2-cradle plantable snackboxes created by former Noma Chefs Torsten Vildgaard and Søren Westh, were handed out to guests. The two chefs also hosted a cradle-2-cradle dinner for H&M, press, bloggers, fashion experts and culinary visionaries.
With over 120.000 possible visitors at Roskilde Festival H&M was able to show a new side of themselves.
Don't miss out next year.