Problem: Hugo Boss came with the fact that that they were selling 5 times less perfume in the european region than 4 years ago.
Request: A campaign that can boost the sells up again.
Solution: Indentify the real problem, we knew that regular advertising campaign won't solve the problem in a long run. that's how "dare to care" came up.
This project was done in a marathonic 72 hours, winning a "Best of the show" award over crowd of 500 top industry competitors.
Role: Creative strategy, insight identification, art direction, storytelling.