Featuring over 200 of the world’s top talents, this campaign – the company’s biggest-ever investment in their brand – demanded a particularly concentrated effort. Our dedicated brand and marketing team worked around the clock in close collaboration with the HUGO BOSS marketing team to relaunch BOSS with a bang. 

The goal of the #BeYourOwnBOSS campaign was to introduce a new, authentic global brand image for the company’s next era. Working with cinematic video and stills of the campaign’s star-studded cast of talents, we created an aspirational promotional narrative centred on the brand’s tenets of individuality and confidence. 

Find out how we supported Hugo Boss in its successful brand relaunch. HY.AM STUDIOS are experts in branding and marketing.

Hugo Boss - Brand Refresh  – HY.AM STUDIOS

Brand Refresh

The display and social ads we created for BOSS’s global brand refresh  highlighted the brand’s core purpose – “being your own BOSS” – through an intimate, humanised lens. By integrating the client’s updated set of visual brand codes, we also helped to boost awareness of BOSS’s new and improved visual identity on a global scale. 

We developed ad content for all relevant social platforms – from Instagram to TikTok to YouTube. Our ads also spanned a wide range of native, affiliate and digital-out-of-home (DOOH) channels, and were featured in shopping centres and airports across the world.

In order to appeal directly to distinct national audiences, we translated our ads into 18 different languages. Furthermore, we supported the client with regional distribution – such as specially-tailored DOOH ads and local traffic campaigns. 

A record-breaking success, the BOSS refresh campaign garnered billions of impressions across social media and immediately boosted global awareness for the company's new brand image.

Hugo Boss

"Brand Refresh"

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