10 November 2012, Saturday. Tension lingered in the air as the hoards gripped their placards tightly, preparing to march. They weren’t allowed to make a sound, nor smile. No, not a single facial expression. A uniform sea of white, they began taking over the busy streets. Weekend shoppers were stopped in their tracks, instantly captivated by the powerful message on their placards:
MMM with H&M. 15 Nov 2012.
Yes, Swedish fashion retail giant H&M has once again challenged the boundaries of advertising to promote their collaboration with Belgian fashion design powerhouse Maison Martin Margiela. Crowds in white aprons, a trademark of MMM’s design lab, took to the streets from Vienna and Toronto to Berlin and Hong Kong, and gave the masses a deafening silent treatment. How effective was it? We’ll let the campaign speak for itself.
