BOSS is Hugo Boss’ line for the smooth businessman – the man who ‘masters the norm’. The BOSS Bottled. Night fragrance for him is all about getting ready for the night. Our insight was that it’s always nightfall somewhere. At any given moment, somewhere in the world, it’s that magic hour of preparation before the night. We worked with B-Reel go create a site to capture the essence of the fragrance, celebrating nightfall as it happens around the world by tuning into the preparations for the night in real time.
We had live, real time updates on temperature, rainfall and other meteorological data; stockmarket movements and the best places to go. A specially composed dynamic soundtrack with different overlays was used to lend a local feeling to the different city soundscapes. Tweets from the area were analyzed and turned into charts over the expectations on the night providing a real time visualization of how the night is going.
The mathematician Fermi is famous for solving the problem ‘how many piano tuners are there in Chicago?’. We used Fermi’s methods to turn questions like ‘how many ties are being tied in Berlin’ into dynamic statistics for the site.
We must have done something right, as this campaign beat every benchmark previously set by a P&G Prestige brand and led to a 70% increase in online sales.
- Webby Awards, Winner – Beauty & Cosmetics
- FWA, Site of the day
- London International Awards, Finalist – Sound Design