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David Beckham billboard H M Amsterdam

Global fashion chain H&M has chosen blowUP media’s 1000 sqm giant poster on Amsterdam’s city centre Marriott hotel as a key part of its launch campaign for Modern Essentials Selected By David Beckham.

The new selection builds on the huge success of H&M underwear brand David Beckham Bodywear.

Petra Jansen, marketing manager of H&M Netherlands, says: “H&M Essentials Selected By David Beckham allows men around the world to share in David’s globally recognised sense of style.

“The combination of exciting creative and a high impact site opposite Amsterdam’s Leidseplein will play a big part in our integrated campaign for what will be one of the men’s fashion events of 2015.”

BlowUP media group chief commercial officer Ernst Vos says: “This campaign is the perfect way to highlight that the new David Beckham Selection is both aspirational and inspirational. Giant posters offer advertisers exclusivity, which is vital for premium brands, and appeal to the emotions too.

“The Marriott site in the heart of Amsterdam’s shopping district is the most effective way to reach shoppers who want to share some of David Beckham’s ‘Essential’ style.”*

The integrated campaign, planned and bought by MediaCom, also includes TV, magazines, online and volume Out of Home.

All the material used for the 1000sqm giant poster will be recycled into shopping bags via the H&M Conscious sustainability programme.