Forsman & Bodenfors’ global Christmas campaign for H&M is a visual and storytelling delight. The sets are magnificent. It’s a children’s fairy tale, made up on the spur of the moment by a dad for his little girl who can’t get to sleep. It will run in 67 countries.

The idea comes from F&B creatives, Karin Frisell, Anna Qvennerstedt and Johan Holmström. The enchanting visuals from director Johan Renck and production company, Rockson. Jesse Williams and Nicki Minaj add celebrity appeal, playing both the girl’s parents and characters and fairies in the story. The story’s villain – Santa’s bad brother – is played by John Turturro.

The three-minute story’s message is about having the courage to do the right thing. Not a bad message for 2017, is it? There’s also a little coda, that adds a message about sharing with people less fortunate than oneself. And the ad concludes with a note that the H&M Foundation will make a donation to UNICEF this year.

“It’s exciting to see our festive designs come to life together with such inspirational talents. They definitely added some extra magic to the film, and we hope that our customers will love how the fashion is presented throughout the holiday season at H&M,” stated H&M head of design and creative director, Pernilla Wohlfahrt.

H&M’s advertising has travelled down a number of roads this year:

Naomi Campbell’s first H&M ad in 20 years. (Everything has changed)

Majestic, cinematic, provocative: Baz Luhrmann does his thing for H&M

Its Christmas ad last year was also a cinematic marvel:

Wes Anderson gives adam&eve’s classic Christmas story for H&M his classic quirky appeal

Credits
Agency: Forsman & Bodenfors
Creatives: Karin Frisell, Anna Qvennerstedt & Johan Holmström
Copywriters social media: Lycke Ramel & Agnes Uggla
Senior account director: Leif Sorte
Account managers: Patrik Danroth & Martina Carlsson
Designers: Michelle Christiansen & Johan Fredriksson
Junior designer: Marina Argén
PR: Maja Bredberg
Researcher: Leo Bovaller
Producer:  Magnus Kennhed

Production company: Rockson
Director: Johan Renck
Executive producer” Magdalena Larsson
Producers: Annabel Ridley & Kalle Wettre
DOP: Laurent Tangy
Stylist Elin af Geijerstam
Set designer: Jan Houllevigue
Gradie: Jean Clément Soret @ MPC
Online: Syndicate
Editor: Johan Söderberg
Music: Krister Linder