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World Recycle Week

H&M

2016

The Challenge

H&M has been collecting old clothing for repurposing since 2012. In order to publicize this initiative further H&M organized a worldwide ‘World Recycle Week’ for the very first time, from 18 until 24 April 2016. Brand Senses was in charge of activation and awareness-raising work in Belgium.

Green Idea

H&M seeks to entice people to bring in as much old clothing as possible during this week. The clothing does not even need to be intact; ripped or stained clothing is equally welcome. Everything can be reused. Or as H&M puts it: “Nothing is too torn to get a second life”. With this initiative, H&M Belgium seeks to raise awareness regarding the donation bins in Belgian shops. On the international level, rap artist M.I.A. also backed the project with her song ‘re-wear it’. Join the global fashion movement!

Groovy Love

Shining an extra spotlight onto this initiative? We completely transformed three H&M shops in Belgium (Antwerp, Brussels, and Liege). In front of the entrance we placed gigantic pillars holding flyers with information and World Recycle Week bags for people to take. These bags could be stuffed with clothing to recycle. The entrance itself was completely dressed in green, with a green ‘tunnel’. This tunnel is also where the ‘green line’ began, taking the visitor to the collection box inside the shop.

We also produced a fun clip used to promote the initiative on social media.

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