Above: Director's Cut - Non-Interactive
Following on from Bottled. Night., this was my second big Hugo Boss project at Blast. HUGO is Hugo Boss’ avantgarde line for the artistic, individualistic style seeker. In 2011, they were launching a new fragrance for men called “Just Different”, and the brief for digital was to activate the audience online and engage them with the brand, getting them to see things differently.
We took the brief literally – well, as literally as you can when you’re trying to communicate a fragrance aspiration – and created an interactive experience that you could see differently depending on how you moved your head in front of a web cam. Together with Stink Digital and acclaimed director & video artist Marco Brambilla, we created a HUGO world in three dimensions that you could swap between by tilting your head left, right and center. You followed the main protagonist on a journey through an abstract world, altering his course depending on which angle you were watching from. It was a crazy shoot with live doves, ladies on swings, backwards running and lots of suave gentlemen in HUGO suits.
The experience lived on YouTube and was the first of its kind. It was became the most successful digital campaign for any P&G fragrance brand, with a close to a million interactions and a large increase in ordered fragrance samples.
Case study below:
- Webby Awards, Honoree – Best use of interactive video
- FWA, Site of the day
- The Lovies, Silver – Best use of interactive video
- P&G iTeam Awards, Silver – Innovation
- Luxury Daily, Top 10 luxury branded videos of 2011
- eMarketing, Campaign of the Month