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