84 unique shirts - each racing day, one shirt.
Setting sail on board his yacht, the HUGO BOSS, from the small French port of Les Sables D′Olonne,
Alex Thomson aspired to circumnavigate the globe and win the world’s ultimate single-handed,
non-stop ocean race: the Vendée Globe 2013.
In cooperation with Artificial Rome, Werbewelt developed a program that used data on Thomson’s
wind, course and telemetric data to generate abstract visual representations on a daily basis.
These sophisticated data visualizations were printed on T-shirts and used in prize draws by HUGO BOSS
as part of an interactive Facebook campaign where Fans could guess the daily GPS position of Alex
to win one of these unique shirts.
Agency: Werbewelt AG
Creative Director: Bastian Pristl
Art Director: Bastian Pristl
Coding & 3D: Patrik Dejong / Artificial Rome
Key Account: Dennis Borgemehn