Hugo Boss leverages spiking soccer interest around UEFA Euro 2020 (and Copa América) with a ‘Unite to Celebrate’ campaign that celebrates being ‘united’ and which is fronted by a strong line-up of football talent in Harry Kane, Toni Kroos, Raphael Varane, Sergi Roberto and Radamel Falcao.
The TV, print and digital campaign, which primarily promotes ‘Boss Bottled United’ eau de parfum, seeks to use the power of sport and of five world-class players to inspire and engage fans.
To mark the tournament, Hugo Boss Boss Parfums division has released a new limited edition fragrance – featuring top notes of South African Buchu and blood orange, with a heart of spearmint, peppermint and oris and a base of vetiver, patchouli and cashmeran – manufactured and distributed by Coty.
Launched at the end of May and running through the tournament in June and July, the campaign is spearheaded by cinematic film which brings to life Boss’ style with iconic black and white player of football imagery.
Helmed by Director Romain Chassaing, the stadium set spot sees German midfielder Kroos, England striker Kane, France defender Varane, Spain midfielder Roberto and Colombia striker Falcao provide a potent international squad of brand endorsers blending individual skill, collective teamwork and Boss style
Supporting the hero spot, the creative comprised 42 TV commercial vignettes which would be edited for local market connection, plus print and digital footage shot over two days across three studio sets in Madrid, supported by a 150 strong production team.
The hero commercial is backed by a set of photo and GIF social media support, as well as print and OOH work and all executions seek to catch attention and drive viewers to discover more at a collection website at https://on.boss.com/_Soccer.
Another strand of the work is the return of the Boss #SuitChallenge which sees the brand ask customers what they would do in a suit.
“The very spirit of competition that drives every soccer match will come alive in the #SuitChallenge, building up the excitement and the enjoyment around the occasion. For this second wave of the challenge, influencers from around the world will juggle a soccer ball while wearing a BOSS suit, then pass on the ball to their followers to do the same.
The campaign saw Twentyfour Seven Production, Coty Studios and French production company Solab and included a month-long pre-production phase to create the project and sets which included an astroturf surface and real pitch, plus various set builds including an 80 LED panel display with the lead talent present for just two days.
Twentyfour Seven Producer Bea Cañete commented: “Our brief from the director was all about glamour, elegance, rhythm and precision. It was difficult for the footballers as they needed to play dressed in suits and wearing shoes! We shot across three big studios in order to accommodate the creative for this campaign. The largest studio was not big enough to stage the four sets we had to build, so we allocated the TVC to the main Studio (1500m2) and then print & digital elements to two additional studios. It was a fantastic project to bring to life.”
“The inspirational new campaign draws on both the power of unity, and the uplifting idea of celebration that makes sport a universal language,” said a Coty PR statement accompanying the campaign launch. “Standing for integrity both on and off the pitch, the five faces of the campaign come together to represent the man of today. Each one is a man of substance as well as style, complex and multi-faceted, for whom staying true to his values is the real measure of his success.”
Comment:
The core marketing push is accompanied by an eyewear-focused sub-campaign which is backed by a behind-the-scenes spot created in harness with GQ France.
The campaign was created for client Hugo Boss’s marketing group led by Senior VP/MD (Global Licenses) Carey Pepper and Senior Product Manager (Global Licenses) Ruben Hauser, Senior VP Hugo Boss Fragrances Jean Holtzmann, Global Marketing Director Erwan Le Berrigaud, Global Senior Product Manager Constant Muller-Bronn, Global Digital Director Anne-Lorraine Giraud, Creative Director Alexandra Reghioua and Artistic Director Luca Gnemmi.
The lead agency was Coty Studio with Head Of Production Coty Luxury Studio Zelda Bensoussan, Producer Diane Tellarini and a group at Production Company Solab which included Director Romain Chassaing, DOP Simon Chaudoir, Executive Producer Edouard Chassaing, Line Producer Anne-Laure Godinho and Production Designer Arno Roth.
Digital content was handled by Particule with VFX Supervisor Anthony Lyant and Service Production by Twentyfour Seven with Producer Bea Cañete and Production Manager Miriam Sasiain.
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