HUGO - JUST DIFFERENT

YOU CAN’T SMELL STUFF ON THE INTERNET so, to launch the new male fragrance from HUGO, we attempted to capture the conceptual essence: seeing things from new angles and perspectives. Working with video artist, Marco Brambilla (the guy behind insanely complex video installations like ‘Heaven’s Gate’, ‘Evolution’, ‘Creation’. And 90’s sci-fi action flick ‘Demolition Man’) we developed a unique interactive narrative, controlled by literally ltilting your head and watching from different angles. ‘KINO’ quickly became the most successful digital activation for any P&G fragrance brand, with close to a million interactions in it’s first month.