Mark Holman-Harris, Alex Pattinson, Tiago Barbosa, Leanne Pletersky, Duncan Horn
Davide Uccellani, Andy Nicholas, Jamie Barty, Omar Sarmiento
Daniel De Vue
Given the interest and buzz that the first film and campaign generated we decided that we would continue the story where we left the first film, creating a second episode as a follow-up to the successful first.
The format challenged the well-worn semiotics of fashion advertising, and tapped into the insight that our audience is influenced more by long form content and programming than traditional ‘advertising’. Indeed, the very fact that we were creating episodes stood in opposition to the norms of the category, that traditionally created singular, isolated 30” spots to sell an idea, or line of clothing.
The second episode in the Modern Essentials series would follow directly on from the first, creating an episodic narrative that built from the original concept.
In this episode, following the apparent success of I, Beckham: The Movie, we pick up the story with Kevin and an unwilling David on the road,
We created a second, 5-minute episode, starring David Beckham and Kevin Hart.
We teased our audience with a series of organic social posts from David’s and Kevin’s Instagram accounts, as well as outtake films leading up to the launch of the documentary online.
We created a 30” trailer for the content, which broke online globally one week before the episode launched, pushing consumers to watch the full 5-minute film online.
The film, shot by director Fredrik Bond, shows with Kevin and an unwilling David on the road, travelling from LA - Las Vegas to pitch Kevin’s latest idea: I, Beckham, The Musical. It built on the success of the first episode, continuing the unlikely relationship between David and Kevin, creating watchable, sharable content that created headlines.
We also launched the campaign with the boys rolling back into LA in the ‘I Beckham’ RV, at our H&M flagship store.
Our target were global males aged 18-30, a group that are traditionally hard to reach using traditional above-the-line media. Indeed, we knew that this group were leading the increases in online video consumption which had grown by 23% YoY in 2015 (http://www.zenithoptimedia.com/mobile-drive-19-8-increase-online-video-consumption-2016/).
We knew from our first film in 2015, that our audience responded well to long-form content (20M+ views, 75% view-through rate) creating something that they genuinely wanted to watch. After all, if they are consuming up to 2 hours and 15 minutes of online video every week surely we could get them to watch a 5minute episode from H&M? (http://www.nielsen.com/us/en/insights/news/2014/the-men-the-myths-the-legends-why-millennial-dudes-might-be-more-receptive-to-marketing.html).
This time however, we needed to ensure that the content went bigger, better and even more newsworthy. The key was to evolve our hero’s relationship in front of the viewer, to create content that was genuinely unique, disruptive for the category, and entertaining for the consumer.