By Johan Magnusson
BOSS projects brand ambassadors in first-ever, 10m hologram campaign
According to Nadia Kokni, SVP of Global Marketing and Brand Communications, innovations like this has a prominent role in achieving consumer impact at scale.
5 Feb 2024

The fashion brand’s campaign, dubbed #BeYourOwnBOSS, aims to put the end consumer’s self-determination centre stage. It features Gisele Bündchen, Adwoa Aboah, Lee Minho, Matteo Berrettini, and Suki Waterhouse, who are all pictured through a labyrinthine environment moving out of the shadows and into the light — poetically demonstrating how formative life choices can be. 

A central recurring motif is the new Double B monogram in an interwoven design that is featured on many pieces across the product range — from apparel to accessories. In a special digital campaign, the motif will be recreated in supersized 3D images using hyper-realistic CGI technology in well-known settings around the globe. Close to 100 brand ambassadors, celebrities, athletes, and digital influencers will then create original content for Instagram and TikTok.

Last weekend, the campaign kicked off by projecting a 10m-high hologram of Lee Minho and Gisele Bündchen in London’s Potters Fields Park, near Tower Bridge. BOSS is the first fashion brand to launch a major global campaign using a large-scale hologram, paving the way for new opportunities in outdoor advertising.

— Innovation has a prominent role in our strategy to achieve consumer impact at scale and create something intriguing, says Nadia Kokni, SVP of Global Marketing and Brand Communications. The hologram is the most current expression of our exploration and curiosity around harnessing the power of technology in our communications. The novelty that it delivers also helps us to create captivating content that’s immensely shareable and memorable.

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