HUGO BOSS & McLaren Racesuit Design Contest

  • Dress me for the finale
    Formula 1 design configurator

  • In celebration of their 30-year partnsership, HUGO BOSS and McLaren called for an international design competition “Dress me for the finale!”, globally and holistic as well as on the internet and the POS.

    The racing suits of the two Formula 1 race drivers Lewis Hamilton and Jenson Button could be designed via the interactive design configurator which offered various colors, patterns and uploads. At the qualifying the race drivers wore the design of the winner which was chosen for each region. Additional incentive: Out of all designs, the winning racing suit will be selected for the finale in Brasil at the end of the season. The racing suits of all races will be auctioned for charity.
    Campaign results during a period of one year: 400.000 users, 9.000 suit designs, 200.000 votings.

    Agency: Werbewelt AG
    Creative Director: Bastian Pristl
    Key Account: Sven Sulzer