Dress Lewis & Jenson for the finale.
HUGO BOSS & McLaren

In celebration of their 30-year partnership, HUGO BOSS and McLaren did an international design competition for the race suits of McLarens team driver Lewis Hamilton and Jenson Button. The campaign called “dress me for the finale” happened during the 2010 formula one season and was rolled out on the HUGO BOSS website with an interactive webspecial. Store events, PR and the visual merchandising campaign (Executed and managed through LIGANOVA) were synchronised perfectly with the digital activities that also included social media as well. On the interactive web special the racing suits of the two formula one race drivers Lewis Hamilton and Jenson Button could be designed individually via the “race suit configurator”. Various patterns and graphical elements were offered in different individual colors as well as the possibility to upload own vector graphics. Each race of the season got its own design contest. Before each race a winner was chosen according to the likes on his design, after the decision the design was prepared for print production and finally was produced through race suit manufacturer Sparco. Lewis and Jenson wore the suits during their qualifying sprints, and for the seasons finale in Brazil even for the race. Out of all submitted designs one final one was selected by the community and its designer was sent to the seasons finale for a meet and greet with Jenson and Lewis. All racing suits were auctioned of for charity.In celebration of their 30-year partnership, HUGO BOSS and McLaren did an international design competition for the race suits of McLarens team driver Lewis Hamilton and Jenson Button. The campaign called “dress me for the finale” happened during the 2010 formula one season and was rolled out on the HUGO BOSS website with an interactive webspecial. Store events, PR and the visual merchandising campaign (Executed and managed through LIGANOVA) were synchronised perfectly with the digital activities that also included social media as well. On the interactive web special the racing suits of the two formula one race drivers Lewis Hamilton and Jenson Button could be designed individually via the “race suit configurator”. Various patterns and graphical elements were offered in different individual colors as well as the possibility to upload own vector graphics. Each race of the season got its own design contest. Before each race a winner was chosen according to the likes on his design, after the decision the design was prepared for print production and finally was produced through race suit manufacturer Sparco. Lewis and Jenson wore the suits during their qualifying sprints, and for the seasons finale in Brazil even for the race. Out of all submitted designs one final one was selected by the community and its designer was sent to the seasons finale for a meet and greet with Jenson and Lewis. All racing suits were auctioned of for charity.

  • Campaign duration of one year
  • 590.000 unique visitors
  • 9.300 submitted designs from 35 countries
  • 40.000 votings on designs
  • 12.000 newsletter registrations.
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Credits

Agency: Werbewelt
Chief Creative Officer: Tobias Ulmer
Executive Creative Director: Bastian Pristl
Account Director: Sven Sulzer
Project Manager: Sven Borgemehn
Art Director: Max Blum

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