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H&M unveil giant outdoor advent calendar

The high-impact installation in Shoreditch has Christmas gift inspiration behind each door.

Georgie Moreton

Deputy Editor, BITE Creativebrief


December is upon us and the festive countdown is truly well underway. To celebrate Advent H&M has unveiled a giant Christmas Advent Calendar in the heart of Shoreditch with gift inspiration behind each door in the run-up to the big day.

‘Unwrap the magic’ is part of the retailer's festive campaign and is designed to highlight some of the products from the H&M gift guide. The calendar takes the form of a giant 218m2 mural artwork by visual artist Maddalena Carrai in the heart of Shoreditch designed to look like a sparkly gift box wrapped in a striking red bow. Each day a sealed window will be opened to reveal a festive array of H&M gifting options to the Christmas shoppers passing by.

“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,” explained Georgina Simms at the7stars. 

The mural is part of a wider out of home campaign that has been planned and booked by the7stars and Kinetic. The campaign includes 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 which has been running since mid-November.

The striking visual out of home calendar catches the eyes of passersby and builds upon the excitement of the countdown to Christmas.


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Christmas out of home