This campaign encouraged young people to recycle their old or worn out clothing at their local H&M store to reduce waste in landfills. 


We needed to appeal to the higher end of our demographic spectrum, and that was our college students. These photos needed to make the members feel like they could relate to the people in them. Needed these photos to be flexible and be able to fit on campaign collateral for in store assets and drive kits for our members.


Shot different scenarios in a studio in NYC. Showed exaggerated examples of when clothes can get ruined. Pajamas that are too small, getting rid of your lucky jersey that has been through too much. Making out at a muddy outdoor concert. Being thrown up on at a party.