Category A03. Online: Fiction & Non-Fiction
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
Production NEW LAND Stockholm, SWEDEN
Additional Company H&M Stockholm, SWEDEN
Name Company Position
Agnes Stenberg-Schentz Forsman & Bodenfors Creative
Tove Eriksen Hillblom Forsman & Bodenfors Creative
Karin Frisell Forsman & Bodenfors Creative
Anna Qvennerstedt Forsman & Bodenfors Creative
Andrea Sundström Forsman & Bodenfors Copywriter, Social Media
Leif Sorte Forsman & Bodenfors Senior Account Director
Joachim Levin Forsman & Bodenfors Account Manager
Michelle Christiansen Forsman & Bodenfors Designer
Maja Bredberg Forsman & Bodenfors PR
Helena Wård Forsman & Bodenfors Agency Producer, Digital
Jenny Ring Forsman & Bodenfors Music Supervisor
Erik Zetterberg H&M Inhouse Head of Creative
Daniel Herrmann H&M Inhouse Head of Marketing
Matilda Zoc H&M Inhouse Project Manager
Gustav Carpner H&M Inhouse Art Director, Digital
Madelene Abelsson H&M Inhouse Project Manager, Digital
Karin Edgren H&M Inhouse Project Manager, Social Media
Strange Cargo Strange Cargo Producer, Film
Gustav Johansson Gustav Johansson Director
Akexander Blidner Blidner Production Producer
Joel Rostmark Joel Rostmark Producer
Mattias Rudh Mattias Rudh D.O.P
Robert Rydberg Robert Rydberg Stylist
Chimney Chimney Grading
Chimney Chimney Online
Leila Sarraf Leila Sarraf Editor
Lion Babe Lion Babe Music

The Campaign

To showcase this, we cast a wide variety of women from every part of the world, who all contribute to redefining what a lady is today: Hari Nef, actress, model and trans activist, Paloma Elsesser, body positive model and fashion icon, Pum Lefebure, multi-awarded business leader and Lauren Hutton, ground-breaking super model and business woman, to name a few. To create a truly feminist anthem, we used the 1971 Tom Jones hit song She’s a lady – a classically misogynist song. The song describes the ideal lady, one who knows her place – only this this time around, that place is at the head of a board room table. Or minding her own business. The scenes in the film, and the women selected, each contrast the original intent of the lyrics, giving the song an entirely new meaning.

Creative Execution

The full film was launched on Youtube, and 30 sec cut-downs have also been aired on TV across 60 markets. We have also worked together with blogs, influencers and magazines to further increase the reach.

The film has garnered major attention with a potential reach of 73 949 800 000, 5,5 million views (on social media only), 9 193 051 in engagement and over 970 articles written.

The ad shows various women—including actress Lauren Hutton, model Adwoa Aboah, trans actress Hari Nef, Design Army's chief creative officer Pum Lefebure and Lion Babe's Jillian Hervey—doing whatever they want, dressing however they want, existing as human beings instead of idealized ladies. The narrative of the spot, and the use of the song, further cement how the word lady, much to the chagrin of older feminists, has been reclaimed by modern feminism.

The target audience is basically women with an interest in fashion all over the world. Therefore, we needed our message to be inclusive, as well as relatable to women everywhere. And even though the preconceptions and standards for what a woman should be and look like vary greatly between, say, Saudi Arabia and the UK, we all share that common experience of being told by others, and the need to define ourselves. Since fashion and individual style are such a big part of that definition, we felt this was a great fit for a film celebrating the many individual ways there are to be a lady today.