HUGO BOSS / BOSS ONE x DAVID BECKHAMThe launch of the BOSS ONE Bodywear collection marks another milestone and a new chapter in the long-term strategic partnership with David Beckham. The 360-degree global marketing campaign is the first ever for a BOSS product category.
Created by Team Laird agency, the campaign sees Mert and Marcus apply their distinctive cinematic style to breathtaking video and stills of Beckham, to the pulsing beat of the anthemic “In the Air Tonight.”
“ONE NAME SAYS IT ALL: DAVID BECKHAM”
BOSS ONE / CAMPAIGN ACTIVATION
Immersing audiences in emotional cinematic storytelling. In a brand first for BOSS, Beckham thrills audiences in cinemas and at home on streaming platforms such as Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.
Larger-than-life stills of Beckham in his BOSS ONE’s appear on billboards in selected high-traffic locations, as well as in BOSS stores and department stores.
On social media, close to 100 talents of the moment show off their BOSS ONEs across various platforms.
BOSS ONE Bodywear vending machines are placed at key locations in Europe and the US, selling hero products in a fun, interactive way. Additionally, over 100 dedicated pop-ups appear in premium retail locations, feature the complete first drop of BOSS ONE Bodywear.
“David Beckham X BOSS ONE: The Bodywear Launch Defining The Decade”
FORBES
TEASER CAMPAIGN Men's Health collab
TEASER CAMPAIGN Men's Health collab
TEASER CAMPAIGN Men's Health collab
TEASER CAMPAIGN Men's Health collab
TEASER CAMPAIGN Men's Health collab
TEASER CAMPAIGN Men's Health collab
RETAIL ACTIVATION vending machines
RETAIL ACTIVATION vending machines
The campaign pushed basic product
Increased sales for multi-packs and created halo effect across the category
CAMPAIGN cinema film
CAMPAIGN POS signage
CAMPAIGN online banners
CAMPAIGN conservative markets (Asia & ME)
CAMPAIGN outdoor supersets
SOCIAL MEDIA
SOCIAL influencers show off their BOSS ONE's
BOSS brand ambassador Matteo Berrettini shows off his BOSS ONEs
BOSS brand ambassador David Beckham shows off his BOSS ONEs
BOSS ONE X BECKHAM / LAUNCH EVENT A multi-sensory journey in brand experience. Exclusive launch event in London compliments Beckham’s appearance in the BOSS ONE Bodywear campaign.
The launch event, hosted at a subterranean space in London, presented the BOSS ONE Bodywear campaign to attendees on 360 screens. Throughout the evening, striking, immersive light shows filled the space, welcoming guests upon arrival and creating hype for the campaign film screening, and later, tempting everyone onto the dance floor. Performances on the decks by DJs Mark Ronson and Honey Dijon rounded out a spectacular evening
