Hugo Boss - Boss Bottled Absolu
Hugo Boss calls on Mazarine Digital to create a unique 360° campaign for the launch of BOSS BOTTLED ABSOLU, the most intense fragrance in the iconic Hugo Boss line, part of the Coty portfolio.
The 'Midas Touch' concept unveiled the quintessence of the BOSS BOTTLED legacy in its purest form.
Ultra-concentrated and embodied by Chris Hemsworth, BOSS BOTTLED ABSOLU envelops the wearer in a warm, leathery, and golden light. The BOSS ABSOLU man feels accomplished, his precious influence radiating around him, transforming everything he touches into gold.
With this 360° campaign featuring Chris Hemsworth, Hugo Boss has reinvented their storytelling for the launch of this new fragrance.
The 'Midas Touch' concept is reflected in the TVC, in the 'Creative Pack Shots’, and across all digital assets. These campaign contents are completed by productions dedicated to olfaction, including interviews with the fragrance ambassador and an educational film on the essence of its key ingredients.
The 'Midas Touch' was also applied to the feminine fragrance line with the launch of ALIVE ABSOLU.
The ALIVE franchise was also integrated into the launch of BOSS BOTTLED ABSOLU with dedicated assets (new packshot for the TVC, adaptation of a Key Visual featuring Emma Roberts, a visual kit for POS, print, and digital) to increase the brand’s visibility towards the end of 2024.
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