In celebration oftheir 30-year partnsership, HUGO BOSS and McLaren called for an international designcompetition “Dress me for the finale!”, globally and holistic as well as on theinternet and the POS.
The racing suits ofthe two Formula 1 race drivers Lewis Hamilton and Jenson Button could bedesigned via the interactive design configurator which offered various colors,patterns and uploads. At the qualifying the race drivers wore the design of thewinner which was chosen for each region. Additionalincentive: Out of all designs, the winning racing suit will be selected for thefinale in Brasil at the end of the season. The racing suits of all races willbe 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