A playful take on Back to School for H&M Kids, the most important commercial period in kidswear. The key theme is self-expression, where our cast of diversely talented kids meet magical realism in a school that’s just a little bit extraordinary. Whether they’re being chauffered in a disco van, rollerskating rainbows, doing gravity-defying flips in the school yard, or exploding confetti in science class – we’re championing creativity, confidence, and the joy of bringing your best.

This campaign was rolled out in all media channels including television, cinema, online video, social media, DOOH and in-store. Following the campaign in 2022, the H&M media tracker measured the highest recognition, persuasion, campaign liking, fashion liking, and media investment in any H&M Kids campaign historically – setting new records in most of the significant KPIs within the Kids business unit.