Looop it like Maisie Williams
In an initiative towards a more sustainable fashion future, H&M partnered up with the actor and sustainability influencer Maisie Williams and turned her into an avid Animal Crossing avatar. The goal was to encourage Gen Z to reuse, remake, and recycle unwanted garments in a united effort to close the loop in fashion.
My role: Social Media Copywriter
A social first approach
It goes without saying, but to reach Gen Z, the whole campaign obviously needed to be where they are –
on Instagram.
“Reuse, remake, or recycle your clothes for a better fashion future”
Maisie x Animal Crossing
Gamers from all over the world were able to meet Maisie Williams as an avid Animal Crossing player inside the game, on H&M Looop Island.
Campaign site
