This campaign empowers every young soul to turn what they're afraid of into a source of power. It's for those who won't let fear stand in their way. For those who are ready to look fear in the eye and say, "Bring it on!".
To do this, we teamed up with skateboard's latest hope – Skate Kitchen, to make the target group flip their fears into fuel.
“H&M has unveiled its latest Fall 2021 collection in partnership with ’90s skate and streetwear label No Fear, as well as a New York-based all-female skate crew from the HBO show Betty, called The Skate Kitchen.”
To make the campaign feel true to the concept through all units, we took it to socials and forced the viewers to flip their phones while the Skate Kitchen girls flipped their fears.
A scroll-stopper, that not only made the target audience pause and look at the whole advert but also gave them the start to flip something that felt safe (their phone), before inspiring them to get out there and flip their fears.
