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

Published On
Apr 28, 2021

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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

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.” 


Apr 28, 2021
Client :
Agency :
CCO/Founder :
Hannes Ciatti
Head of Strategy/ Partner :
Tara Fray
Managing Director/ Partner :
Ed Rogers
Head of Entertainment & Production/ Partner :
Matt Bonin
Genevieve Hoey
CD :
Lars Jorgensen
CD :
Martin Peters Ginsborg
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 :
Editor :
Jason Macdonald
Editor :
JK Carrington
Assistant Editor :
Alyce Muhammad
Color :
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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