H&M puts its employees at the center of global ad

H&M is bringing its global recruitment campaign "Place of Possible" to Greater China in collaboration with TBWA\Shanghai.

The film spotlights 44 H&M employees across Mainland China, Taiwan and Hong Kong, as they voice their real-life career experiences and aspirations, aiming to inspire and attract ambitious talent to join H&M and the fashion retail industry.

The campaign was created after conducting five months of preparation work, including a thorough research of H&M’s employees to better understand their experiences and allow them to express themselves ahead of the official production.

TBWA has gradually became H&M’s global creative partner, in both the United States and China.

The concept of the campaign is an adaptation of ‘Place of Possible’ developed by TBWA\Chiat\Day NY, which proved to be effective in driving recruitment in the United States.

The Greater China campaign has been adapted to remain true to the local employees and the aspirations in the region, through finding authentic insights and capturing the tone of voice and sensibility of the people interviewed.

“It feels natural for us to launch the ‘Place of Possible’ campaign with our own employees as brand ambassadors because they’re our most important asset,” said Magnus Olsson, H&M's country manager of Greater China.

“At H&M, your career path is flexible and full of possibilities. We hope talents in pursuit of a fashion profession will learn more about our career opportunities and unique corporate culture through this campaign, and join the H&M family to make their dreams possible.”

“We are grateful that H&M entrusted us in giving their employees a voice, and allowed us the freedom to do it without censorship or restrictions,” said Muriel Lechazynski, brand team leader at TBWA\Shanghai.

“This campaign has opened to us the door of an amazing brand, but also a fantastic culture and remarkable people.”

The campaign will run in outdoor, online, and in-store displays across Greater China.

Project : Place of Possible (在这里, 我可以)
Client: H&M Greater China
Creative agency: TBWA\Shanghai