Entitled “Pass the Mic,” the campaign features a diverse group of young influencers making a difference around the world and prompts them to share a piece of insight that drives them toward the future before “passing the mic” to consumers to do the same.
The brand initiated the global conversation by tapping award-winning actress, producer and Harvard University student Yara Shahidi, Grammy-winning singer and Emmy-nominated actor Anthony Ramos, multi-platinum rapper Jack Harlow, singer songwriter Wizkid, Korean actor Kim Soo-Hyun and internationally acclaimed DJ Cassidy. The influencers are filmed sharing what inspires them to make a difference, and focuses on themes including confidence, community, commitment and character.
The brand launched the campaign last week, and is calling on Instagram followers to slide into its DMs with messages of their own. From Sept. 25-Oct. 10, followers can submit an audio note to the Tommy Hilfiger Instagram account for a chance to be featured throughout Tommy Hilfiger social platforms and advertisements.
The campaign launch comes on the heels of another digital-focused initiative. On Wednesday, Tommy Hilfiger—the person, not the brand—partnered with his private investment firm Hilfiger Ventures, LLC and virtual marketing company EWG Virtual to enhance the possibilities for how talent, consumers and brands to connect with one another.
According to Hilfiger, “In the past year, virtual experiences have rapidly become a part of our new normal, giving us more ways to interact with each other as well as how we engage with our favorite brands and consume entertainment, pop culture and the celebrity world.”
The partnership will provide access to features such as hyperrealistic avatars, immersive content, “v-commerce” and digitized products.
The brand also has a penchant for working with celebrity activists to engage its younger consumer base. It recently partnered with music network Vevo for its “Less Buzz, More Music” campaign featuring U.K.-based artists Ray Blk and Big Zuu to highlight the growing hip-hop, rap and R&B scene in Europe.
It’s a winning strategy for brands looking to connect with Gen Z and millennial customers who often rank a company’s ethics as highly as its actual products. In February, heritage denim brand Levi’s released its “Beauty by Becoming” campaign featuring a series of 15 artists, actors and change makers and highlighting their “paths to greatness” and self-discovery. The promotion featured tennis champion and social equality activist Naomi Osaka, Denim Tears’ founder Tremaine Emory, human rights lawyer Haben Girma, and professor and co-founder of the L.A. Black Lives Matter organization, Melina Abdullah.
“Every voice has the power to light up the world,” said Tommy Hilfiger. “We are here to quite literally ‘Pass the Mic,’ first to the select voices and then to our global audiences, in order to drive meaningful and long-lasting change. I am proud that our Fall 2021 collection is represented by such an incredible and diverse group who are sharing their voices, on our platform.”