Boss picks London for giant Gisele hologram as SS24 campaign kicks off

Hugo Boss’s re-energised Boss label launched its new spring offer this week and has kicked off its campaign with a high-profile activation. Overnight on January 31/February 1, it projected a giant hologram of brand ambassadors Lee Minho and Gisele Bündchen in London near Tower Bridge. 

Boss said it’s the first fashion brand to launch a major global campaign using a large-scale hologram, “paving the way for limitless new opportunities in the realm of outdoor advertising”.

It’s part of the wider #BeYourOwnBOSS campaign for the new season in which “self-determination takes centre stage underscoring that the choice is yours – the power to be your own Boss lies within”.

The company has enlisted a number of other celebs for the campaign apart from supermodel Bündchen and returning South Korean actor Minho. They include British model Adwoa Aboah, Italian tennis player Matteo Berrettini, and British singer and actress Suki Waterhouse returning as brand ambassador for Boss Watches, Jewelry and Eyewear.

In the new campaign, each talent is pictured through “a labyrinthine environment moving out of the shadows, and into the light – poetically demonstrating how formative life choices can be”.

It builds on the something-for-every-moment design themes first seen at the brand’s Miami fashion show. Particularly important as a central recurring motif is the new Double B monogram featured on many pieces across the product range – from apparel to accessories. 

That motif is being recreated in “super-sized 3D images using hyper-realistic CGI technology in iconic settings around the globe”. 

Under the slogan “Double B, Every Me,” almost 100 brand ambassadors, celebrities, athletes, and digital influencers will create original content for Instagram and TikTok. They’ll “express key aspects of their personalities while wearing pieces from the new Double B monogram collection – showing that there’s more than one way to be your own Boss. Brand fans will also be invited to participate online using a unique Instagram filter”.

The company also said that the London holograms create “captivating content for the brand’s social channels”.

Nadia Kokni, SVP of Global Marketing and Brand Communications at the parent company, added: “Innovation has a prominent role in our strategy to achieve consumer impact at scale and create something intriguing. 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, offering a new experience to our audiences, resulting in positive associations towards our brand. Ultimately, we look to help and encourage consumers to engage more deeply with our brand as well as to discover and shop our products.”