Hugo Boss

HUGO BOSS asked for a campaign concept for the 20th anniversary launch of the sub brand HUGO. To show the adventurous and unpredictable paths creatives have taken in the past twenty years at HUGO, we created an art based campaign: RED NEVER FOLLOWS. Twenty selected international artists each created an artwork using the colour red. The campaign was launched in several stages, presented on an interactive website and result in an exhibition in the Saatchi Gallery in London. Together with one of the twenty artists (Berlin based Steffen Seeger) we created the eye catching key visual 'The Hugo path' which runs through all communication in the campaign.