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We wanted to rejuvenate one of the most iconic fragrances - Hugo Man, by bringing it into music culture. We shot a campaign with brand ambassador Jared Leto, with assets across Print, OOH, Retail, Digital and TV.
To further increase the connection with youth culture, we challenged 3 artists (including Nina Kraviz) to chose an iconic track and rewrite it through their own style, capturing their creation process through a video series. A limited edition was created with a special packaging and a possibility to download the exclusive tracks for free.
