Search for role models, and you'll find pictures of old white men wearing ties. World leaders with raised fingers. Celebrities disengaged from reality. Are these the best examples to inspire the next generation? Perhaps we have it all wrong. Perhaps the role models the future needs, are right in front of us — and that's how this incredible project started. Together with H&M, we built a platform that would allow us to feature kids, not just as cute models, but rather as the role models they are, share their stories with kids and adults alike. H&M will contribute 100% of the profit from a new line of sustainable clothing from its H&M Kids division to the funding program for the initiative.

For the launch, Alto worked with two-time Academy Award-nominated director Bryan Buckley to create a 6-minute documentary. The film features kids from across the globe talking, elaborating on the world as they see it, their disappointment in grownups, and their optimism and will to change their path.

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Agency: Alto New York
Idea Wranglers: Lars & Martin
CCO: Hannes Ciatti
ECD: Genevieve Hoey
EP: Matt Bonin
Strategy: Tara Frey
Art Director: Filipe Nogueira
Design: Porta Rocha
Director: Bryan Buckley, Hungry Man
Editors: Jason MacDonald, No6 / JK Carrington
Illustrations: Molly Fairhurst