H&M has 150,000 employees all over the world who live and work by a shared set of 7 Values. We needed to refresh their internal values campaign, and reenergize current employees and teach new ones at the same time. In Sweden, a "Red Thread" is a common phrase, used to describe a theme that weaves through a story. For H&M, that theme is their values, so we used the Red Thread to help tell that story. We worked with an artist who hand embroidered our posters in red thread, and used real employees from all over the world to bring the idea to life.