Hugo Boss re-invent their brand in front of the world

Havas Media Germany and Evolve OOH

Client: Hugo Boss

Hugo Boss took over 42 cities globally to successfully re-invent the brand with OOH and social media at the heart of the campaign. Hugo Boss has always been a huge supporter of the Out of Home channel, with big campaigns like BOSS x Russell Athletic running throughout 2021. So, it was great to see the creative for another incredible campaign; the BOSS brand refresh 2022. The launch of the Boss brand refresh took place on a global scale, to spread the word about the new BOSS #BeyourownBOSS campaign. This re-brand has been a bold move for the company in their efforts to create significant growth and stay ahead of premium fashion trends. Hugo Boss decided to go through a complete makeover with BOSS and HUGO to target a new, younger audience and produced a global OOH campaign to support the company's huge shift in Q1 of 2022. The campaign was massive, with big named celebrities involved and a wide variety of OOH formats running across 20 markets alongside a social media strategy. The results speak for themselves with impressive reach and increased brand awareness.