Media Awards 2004: The Sun and News of the World Award - Best Retail and Home Shopping Campaign

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WINNER

Title: H&M

Media agency: Universal McCann

Media director: Judith Plastow

Account director: Phillipa Blitz

Marketing director: Ulrika Brunnberg

Client: H&M

Brand/product: H&M Divided range

Media/brand manager: Fiona McElwain

Fifties rockers were the fashion inspiration of the moment and Universal McCann set out to combine the H&M range's feel for this era with the fun element of shopping to get young trendies into H&M's youth concept stores. The brand sponsored a 50s film season at a cinema close to H&M's flagship store in Covent Garden. An in-store promotion encouraged shoppers to buy more H&M clothes to get the chance to win cinema tickets, while movie-goers were driven to the flagship store where they could recreate the 50s look.

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