Hugo Boss has created a giant hologram of Brazilian supermodel Gisele Bündchen and South Korean star Lee Min-ho over Tower Bridge, marking the first time a fashion brand has launched a global campaign using the technology.
The holograms are live from sunset on January 31 to sunrise on February 1.
The campaign, which also showcases celebrities including British model Adwoa Aboah, Italian tennis player Matteo Berettini and British singer and actress Suki Waterhouse, promotes the brand’s Spring/Summer 2024 collection.
A recurring motif is Hugo Boss’s new double B monogram, which will be recreated in super-sized 3D images with hyper-realistic CGI technology in iconic settings across the globe.
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The new fashion collection, which is available in stores from 31 January, will also be supported by a 360 degree marketing campaign across social media and outdoor.
In addition, under the slogan “Double B, Every me” around 100 brand ambassadors, including celebrities, TikTokers athletes and digital ambassadors will create original content for TikTok and Instagram. Brand fans will also be invited to participate online using a unique Instagram filter.
“Innovation has a prominent role in our strategy to achieve consumer impact at scale and create something intriguing. The hologram is the most current expression of our exploration and curiosity around harnessing the power of technology in our communications,” said Hugo Boss VP of global marketing and brand communications Nadia Kokni.
She added: “This novelty that it delivers also helps us to create captivating content that’s immensely shareable and memorable, offering a new experience to our audiences, resulting in positive associations towards our brand.”
