H&M Unwraps the Magic of Christmas with Giant Outdoor Advent Calendar

Today, H&M has unveiled a giant 218m2 advent calendar designed to look like a gift-wrapped Christmas present in the heart of Shoreditch. Each day a sealed window will be opened to reveal a festive array of H&M gifting options to the Christmas shoppers passing by. 

‘Unwrap the magic’ is part of the H&M’s 2022 Holiday campaign highlighting products from the H&M gift guide. The mural artwork is from visual artist Maddalena Carrai and features a sparkly gift box wrapped in a striking red bow. The calendar count down builds on the anticipation of Christmas and positions the retailer as a progressive and fun fashion brand during this traditional time of the year. 

The mural is part of a much broader OOH campaign that is planned and booked by the7stars and Kinetic, including an additional mural in Manchester’s Northern Quarter, banner ads with special production techniques in London, Manchester, Birmingham and Glasgow and Digital OOH advertising in retail locations across the UK. A TV, BVOD, Online Video, Audio, and cinema campaign has also been running since mid-November. 

Hannah Townsend, Media Lead at H&M, said, “December is such a busy time of the year for a brand and here at H&M we knew we needed to go big in order to cut through and make an impact this Holiday season. We are a brand with a broad range of customers and the advent calendar mural allows us to showcase an array of products in a festive, fun and innovative way.” 

Georgina Simms at the7stars, added, “To stand out in a cluttered landscape this Christmas, we have leveraged assets to create premium moments across multiple touchpoints that blended in with consumers on-the-go behaviour this month. Firstly, we focused on brand awareness with frequency and reach across non-standard OOH sites. However, we also made sure we’re driving consideration and conversions across all target audiences”.