For its campaign #yourtimeisnow, Hugo boss encouraged the millenials to explore the city, to get off the beaten track. In Los Angeles the agency conceived an experience for 8 international influencers, a 4 steps journey with only one rule: dare to explore!

In order to inject the spirit of conquest and adventure, emanating from the HUGO Urban Journey fragrance, the agency designed contents made to arouse curiosity and push the limits. Original experiences to build a sharable universe, thought for a young, connected and free community. A secret program for a unique day.

Exploring the city is a way to reach new perspectives… From a private rooftop with a breathtaking view on Los Angeles skyline, to a restaurant hidden behind barbershop, and even an unbelievable abandoned mall turned into an XXL skatepark, all the activities multiplied our influencers’ occasions to share on social networks.

In parallel to this activation, the agency handled the live content part with the instagram live of the fragrance ambassador Zac Efron.

Hugo Boss Urban Journey has been a brand content operation with a worldwide impact and an audience over 54M people.

+32 intagram posts / +152 stories / +10 interviews

54M  social media audience / 2,4M social media engagement