Children are today's 'role models,' says H&M's new kids campaign
Bryan Buckley directs documentary-style spot promoting project that lets people nominate kids
Editor's Pick
In a topsy-turvy world where some world leaders seem to act like children and teenagers like Greta Thunberg are the ones making iconic speeches, it's been observed recently that children are today's role models.
That's the message from retailer H&M, which is out with a new campaign for its H&M Kids range that includes a platform where people can nominate children for special recognition.
Created via Alto, the agency founded by former JohnXHannes leader Hannes Ciatti in 2019, the campaign kicks off with a six-minute documentary-style film, directed by Hungry Man's Bryan Buckley (who was behind the Trump Statue initiative last year). In it, kids from different parts of the world and different ethnicities are interviewed about their views on adults, what they see is important, and how they want the world to change. As well as addressing issues like climate change, the kids share their general worries and hopes. One cute moment features a little girl who says she'd give breakfast to the police, while a heart-rending scene depicts another girl saying she worries that her friends will be put in cages. (The idea of children serving as voices of reason seems to echo Buckley's classic "When I Grow Up" Super Bowl ad for Monster.com.)
H&M Kids will start seeking nominations for role models today at an online platform where anyone can nominate somebody aged 6-13 years old. Those identified will be supported via a global campaign spotlighting their efforts and creating awareness for how the broader community can join in their work. H&M will also direct proceeds from a new line of sustainable clothing under the H&M Kids division to a fund supporting the role models' work.
"There’s this cliche notion in culture that as adults, we’re creating a better world for the next generation. But ask any kid today how they think we’re doing, and you might be surprised what you hear,” said Hannes Ciatti, founder and chief creative officer, Alto. “This effort channels the clarity kids bring to difficult subjects we face in the world today, and builds a foundation to empower the selected role models to do more, and maybe get us to a truly better future a bit faster.”
Credits
- Date
- Apr 28, 2021
- Client :
- H&M
- Agency :
- Alto
- CCO/Founder :
- Hannes Ciatti
- Head of Strategy/ Partner :
- Tara Fray
- Managing Director/ Partner :
- Ed Rogers
- Head of Entertainment & Production/ Partner :
- Matt Bonin
- ECD :
- Genevieve Hoey
- CD :
- Lars Jorgensen
- Copywriter :
- Jenny Bahn
- Project Lead :
- Tom Gibson
- Art & Production Director :
- Julia Menassa Panev
- Head of Digital :
- Amber Wimmer
- Digital Strategy Director :
- Paul Aaron
- Production Company :
- Hungry Man
- Director :
- Bryan Buckley
- Director of Photography :
- Adam Beckman
- Line Producer :
- Tina Densmore Bell
- Executive Producer :
- Caleb Dewart
- Executive Producer :
- Mino Jarjoura
- Executive Producer :
- Dan Duffy
- Editorial & Finishing :
- No6
- Editor :
- Jason Macdonald
- Editor :
- JK Carrington
- Assistant Editor :
- Alyce Muhammad
- Color :
- Company3
- Artist :
- Tom Poole
- Music & Audio Company :
- Asche & Spencer
- Composer :
- Richard Werbowenko
- Music & Audio Company :
- Heard City
- Engineer :
- Philip Loeb
- Design :
- Porto Rocha
- Founder :
- Leo Porto
- Founder :
- Felipe Rocha
- Project Manager :
- Nicholas Schröder
- Illustrator :
- Molly Fairhurst
- Photographer :
- Geordie Wood
- Photographer :
- Webber Represents
- Photo Producer :
- Olivia Gouveia
- Kenya Photographer :
- Brian Siambi
- Photo Producer :
- Shiv Mandavia
- Photo Producer :
- Blue Sky Africa
- Brazil Photographer :
- Luisa Dorr
- Brazil Photographer :
- Hick Duarte
- Photo Producer :
- Luciana Martins
- Photo Producer :
- Hungry Man
- Photo Producer :
- Renato Guedes
- Photo Producer :
- Thinkers Management
- Retouching :
- Hempstead May
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