H&M: Unwrap The Magic

H&M has unveiled a giant 218m2 advent calendar designed to look like a gift-wrapped Christmas present in the heart of Shoreditch. Each day a sealed window will be opened to reveal a festive array of H&M gifting options to the Christmas shoppers passing by. ‘Unwrap the magic’ is part of the H&M’s 2022 Holiday campaign highlighting products from the H&M gift guide. The mural artwork is from visual artist Maddalena Carrai and features a sparkly gift box wrapped in a striking red bow. The calendar count down builds on the anticipation of Christmas and positions the retailer as a progressive and fun fashion brand during this traditional time of the year. The mural is part of a much broader OOH campaign that is planned and booked by the7stars and Kinetic, including an additional mural in Manchester’s Northern Quarter, banner ads with special production techniques in London, Manchester, Birmingham and Glasgow and Digital OOH advertising in retail locations across the UK. A TV, BVOD, Online Video, Audio, and cinema campaign has also been running since mid-November.