Since its inception, HUGO has maintained a reputation for originality and innovation. This campaign for HUGO Just Different reinforces that promise with a head-turning YouTube experience.
A digital manifestation of the Just Different campaign, the film called KINO embraces the idea of seeing things differently through new angles and perspectives. With real-time, head-tracking technology, KINO draws viewers in by following actors' movements as they watch. With the ability to flit between stylistic layers and take different pathways through the film, no viewer will have the same experience twice.
Blast Radius and Stink collaborated to concept and produce the film and visual artist Marco Brambilla directed it, but it's the viewer who takes control. The simple narrative thread is visually augmented with layers of rich imagery that the viewer is encouraged to explore over and over again. While prompting viewers to act out the HUGO Just Different promise of seeing things differently, the cutting-edge realization speaks to the avant-garde equity of the brand.
And people have wanted to see things differently.
Pre-launch, the HUGO BOSS YouTube channel had amassed 122,000 views (from July 2007 through July 2011). In the three months post-launch, it's gained an additional 1,268,000 views.
The HUGO KINO intro film has received 685,334 view in just three months.
The site was nominated for an FWA Site of the Day, awarded the shortlist by public vote, and named Site of the Day for November 16th.
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