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Hugo Boss

HUGO - The Making of a Global Brand

BOSS’s sister brand HUGO knew their campaigns had the potential to reach a younger, more progressive audience. They asked us to help make that potential a reality. Across multiple campaigns and channels, we developed global ads designed to capture the brand’s creativity and individuality.

Project Details

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Year

2021

Industry

Fashion

Project Type

Communications

Services

Advertising

Graphic Design

Social Media Assets

Film & Motion

Approach

We approached HUGO’s campaigns with an open, inventive mindset. To assure alignment throughout, our creative teams came together to exchange ideas, agree upon each campaign's visual guidelines, and plot out how to align the ads’ aesthetic with the brand’s disruptive nature.

Solution

Through this process, we alighted upon an efficient and – importantly – replicable solution. First, we would decide which assets best spoke to the campaign's unique storyline. Then, we’d build complementary assets around the campaign’s core content. For each campaign, we’d then provide multiple creative directions for the client to choose between.

A BORDERLESS CAMPAIGN We distilled the joyful spirit of the “HUGO Borderless” campaign into a set of authentically expressive social media and display ads. Shared across six countries, our creative work helped to position the campaign as a cross-cultural celebration of youth culture.

A BORDERLESS CAMPAIGN

We distilled the joyful spirit of the “HUGO Borderless” campaign into a set of authentically expressive social media and display ads. Shared across six countries, our creative work helped to position the campaign as a cross-cultural celebration of youth culture.

BOOSTING THE BRAND'S GLOBAL REACH Designed to establish HUGO as a proudly local brand with a global perspective, the client’s “Global” campaign revolved around a diverse group of individuals who have made Berlin their home. We assisted in the creation of ads for multiple channels, featuring video interviews with these free-spirited creatives.

BOOSTING THE BRAND'S GLOBAL REACH

Designed to establish HUGO as a proudly local brand with a global perspective, the client’s “Global” campaign revolved around a diverse group of individuals who have made Berlin their home. We assisted in the creation of ads for multiple channels, featuring video interviews with these free-spirited creatives.

ESTABLISHING A GREEN LEADER To underline HUGO’s commitment to sustainability, we helped the client to format and re-package their “Clean Up Your Act” campaign’s assets for audiences across Germany, the UK, and the US.

ESTABLISHING A GREEN LEADER

To underline HUGO’s commitment to sustainability, we helped the client to format and re-package their “Clean Up Your Act” campaign’s assets for audiences across Germany, the UK, and the US.

Over the more than three years of our collaboration, we have boosted the client’s brand awareness – with the three campaigns mentioned above generating together nearly 400 million impressions – thereby helping to clearly distinguish HUGO as its own brand.

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