The vision of a train traveling through a snowy landscape on Christmas eve is enough to capture the holiday mood for anyone and H&M’s new holiday campaign did just that.
On Nov. 29, H&M debuted a holiday short film “Come Together”, directed by Wes Anderson and starring Adrien Brody.
“The winter train ride, under Wes Anderson’s direction, is the perfect setting for H&M’s holiday collection full of relaxed, wearable elegance. It’s about mixing the informal with a sense of occasion, capturing the holiday mood for both dressing up and getting cosy with loved ones,” says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director, said in a press release.
In the 4 minute short film, passengers are traveling to join their loved ones for the Christmas holiday, but are heartbroken when due to bad weather and mechanical errors, they are unable to arrive on time. Brody, the conductor and his helper “Fritz” come up with a plan to come together and celebrate.
“This story may resonate more than ever at a time in the world where we could all do with giving a stranger a hug,” Brody said, in the release.
A team member from H&M’s team delved in to the details of the holiday campaign with DIVERGE.
Where did the idea for this short film as a holiday campaign come from?
The overall theme of H&M’s Holiday campaign is about celebrating the holidays and our latest collection with a campaign capturing the warmth, positivity and magic of the season under the theme Come Together. The short film directed by Wes Anderson takes place on a train traveling through a snowy landscape on Christmas Eve.
Who was involved with creating this campaign?
The campaign was created by H&M internally and then Wes Anderson together with H&M created the film based on the idea behind the campaign of celebrating the warmth, positivity and magic of the season.
What kind of feedback have you gotten?
The director Wes Anderson is one of the most respected directors of his generation, acclaimed for films such as The Royal Tenenbaums, Rushmore and The Grand Budapest Hotel. The feedback has been very positive from customers and fans.
Have you ever done campaigns like this before? Will you do more in the future?
We have done campaigns in the past featuring outside acclaimed directors. For example Guy Ritchie directed one of the David Beckham Bodywear commercials as well Sofia Coppola shot a film for the Marni x H&M designer collaboration. We love to surprise our fans and followers so it is quite possible that we might choose to work with an outside director again in the future.
Is this a global campaign? Where will it air and for how long?
Yes, this is a global campaign and it launched on the 28th of November on hm.com. It will air for the next 2 weeks and will run on a variety of media channels including TV, Online video, Cinema and social media.
