H&M / Save the Children

The campaign ”Pass it on" focused on the lucia linen, a garment that is used one single day of the year. H&M invited their customers to return outgrown lucia linen to selected stores. The Lucia linens that was donated where then sold on to other customers for 50 SEK each, and the entire sum was donated to the organization Save the Children.

Director / DoP / Editor - Susanne Walström
Production - Acne Advertising