Mann im schwarzen Anzug läuft das Segel eines Segelbootes hoch

HUGO BOSS shows you how to go overboard in style

#MASTWALK – Viral social media campaign for HUGO BOSS

Dream

“Succeed, no matter where you are going!” This guiding principle pretty much sums up the dream of HUGO BOSS. A corresponding boundary-free campaign aimed to raise awareness of sponsoring in the sport of sailing while placing the brand centre stage.

Realization

In a promotional stunt that really got attention, British skipper Alex Thomson ran up the mast of a sailing boat travelling at full speed before diving from the highest point (12 metres) into the waters of Cadiz – an eye-catching stunt in its own right, but Thomson took the leap wearing a bespoke BOSS suit, making it the very height of coolness. As the must-see clip went viral, the attention was firmly on the stylish skipper. PR and digital took up the story straight away, organically diverting traffic to the web shop.

Mann im schwarzen Anzug steht auf einem Segelboot Mann im schwarzen Anzug steht auf einem Segelboot

Facts

  • 2.3 million

    organic Video Views

  • 1.5 million

    Visits

  • +16%

    Sales increase in the web shop

  • 1

    sold out collection

Boss Mockup
Boss Mockups
Just like a James Bond scene … without a shadow of doubt, the best promotional stunt yet.
(YouTube Comment)
Boss gebrandetes Segelboot
Mann im schwarzen Anzug und Kamerateam auf einem Schlauchboot
Mann springt von dem Segel eines Segelbootes
Mann im schwarzen Anzug läuft das Segel eines Segelbootes hoch
Mann im schwarzen Anzug steht am Hafen
Mann im schwarzen Anzug steht am Hafen, neben ihm ein Kamerateam