hugo fragrance creative development
DESCRIPTION
Creative Development of Hugo fragranceTRANSCRIPT
Hugo 6 Creative presentationJune 14th, 2007
“The most unexpected things happen when
you breathe”
An overriding thought
6 Ideas
1. “Breathe wherever you are”
2. “Lightness of being”
3. “It’s all in the breathe”
4. “Breathe life in”
5. “Hugo P.O.V”
6. “Breathing Space”
“Breathe wherever you are”
revised
Revised Breathe wherever you areRevised Breathe wherever you areRevised Breathe wherever you areRevised Breathe wherever you are
• What’s the Big Idea?
• Hugo’s relaxed energy provokes a wave of tranquility in the city
similar to the peaceful sensation of being under water.
• What’s the fragrance do for you?
• Wearing Hugo²reminds you that the more you breathe, the more
unusually relaxed your world becomes.
• Selling Line:
• “HUGO². The new fragrance for men… Breathe.
“Lightness of being”
Lightness of beingLightness of beingLightness of beingLightness of being
• What’s the Big Idea?
• The more you breathe, the lighter you feel.
• What’s the fragrance do for you?
• Wearing Hugo²reminds you that the more you breathe, the lighter
and freer you feel as a person.
• Selling Line:
• “HUGO². The new fragrance. Breathe deeper.
“All in the breath”
Mood video
• Add mood board
All in the breathAll in the breathAll in the breathAll in the breath
• What’s the Big Idea?
• By breathing deeper, Hugo creates a positive effect on everyone
around him.
• What’s the fragrance do for you?
• Wearing Hugo²reminds you that when you breathe, others will feel
your positive energy.
• Selling Line:
• Hugo². The new fragrance… Breathe more.
“Breathe life in”
“Hugo P.O.V”
“Breathing Space”
Nomadic thoughts
Innovators in session equally expressed where and how they attained their “oasis” as they did their state
of mind when in it
� This could be because their activities are not inherently interesting or irreverent, but their mind space is
Their mind state was conveyed in ways that have visual connotations
� Being “in the zone”
� Expanding their perception of time
� Making the most of the space they’re in
Passionate about the fleeting moments that they get
� They pay lots of attention to details for their own pleasure
Engage in moments that make them feel less constrained
Have ownership over their moments, find them empowering
Two Innovators said the right fragrance can be transformative and elevate status
“Breathe life in”
Breathe life inBreathe life inBreathe life inBreathe life in
• What’s the Big Idea?
• When Hugo breathes, he takes the time to really notice what’s around
him, like it’s a piece of art.
• What’s the fragrance do for you?
• Wearing Hugo²is a reminder that when you breathe, it reminds you to
notice the glorious details of life.
• Selling Line:
• “HUGO². The new fragrance for men… Breathe the moment.
“Hugo P.O.V”
Video reference
Click to see the video
Hugo P.O.VHugo P.O.VHugo P.O.VHugo P.O.V
• What’s the Big Idea?
• Life has more levity when you breathe.
• What’s the fragrance do for you?
• Wearing Hugo²reminds you that the more you breathe, the lighter
the feel.
• Selling Line:
• “HUGO². The new fragrance for men… Come up for air.
“Breathing Space”
Video reference
Click to see the video
Breathing SpaceBreathing SpaceBreathing SpaceBreathing Space
• What’s the Big Idea?
• When you are cool and relaxed, nothing can effect you.
• What’s the fragrance do for you?
• Wearing Hugo²reminds you that no matter what happens around
you, you can stay relax.
• Selling Line:
• “HUGO². The new fragrance from Hugo. Breathe.
Next steps
Next steps
Second presentation of creative ideas
Presentation of mood board for CAU tests
Preparation of stimulus material for adstrat
Delivery of aligned mood boards to research institute
CAU tests in Germany
Presentation of stimulus material and alignment
Delivery to tests
Start tests Adstrat
Tests results
Potential fine-tuning of the ideas
FH alignment on creative route
Start director’s and photographer’s search
June 14th
By June 18th
By June 25th
W/c June 25th
By end w/C June 25th
W/c July 9th
W/c August 6th
W/c August 13th
W/c August 20th
W/c August 27th