World Recycling Week Campaign featuring M.I.A.
Talent Procurement & Bespoke Music Recording


The Brief

ITB were approached to cast and secure a musician to feature in H&M’s campaign for World Recycling Week. Not only was this musician to star in a video for the campaign, but also write and produce an exclusive song. The musican needed to lend a believable and engaging voice to H&M's campaign to inspire people to change their behaviour and start recycling their clothes.


Casting, Negotiating and Securing

M.I.A. was cast and secured to bring her persona, but also her musical skills and styles, to the H&M World Recycling Week campaign.


Unique Campaign Assets

M.I.A wrote the song “Rewear it” exclusively for the campaign and starred in the campaign video. In addition she performed at key events of the World Recycling Week with H&M in London and Stockholm.



Despite only a short promotional period during World Recycling Week, the campaign video garnered millions of views online and radio host Zane Low specifically requested to play the song on his Beats 1 Radio show.

Vogue was full of praise for the casting: "The British-born musician is notably as bold in her interviews as she is in her music - which makes her perhaps the most refreshing ambassador H&M could have tapped to be the face of its World Recycle Week initiative.