Case Study Idea - H&M

I've been thinking long and hard of a suitable brand which utilities outdoor advertising as a marketing and promotional tool, the first brand which came to my mind were the of likes of McDonalds, Virgin and Nike. However, I feel researching these brands wouldn't add anything new to the research which has been carried out before. Therefore I considered recent billboards I could which occupy public space in cities, taking over entire buildings, selling a product. This lead me to think about H&M a leading, international, fashion retailer. H&M has a strong brand presence outdoors and has adapted campaigns over the years. There are many aspects of the brands use of billboards which I will analyse in detail, such as the placement, the use of celebrity endorsement and the interactivity. The brand was recently accredited with a 'Best use of Continuity in Outdoor' by Clear channel:

There is also the opportunity to discuss subversion against the brands outdoor advertisements: