Hugo Boss creates 'dress up' racecar suit design contest

Hugo Boss drives fans to a microsite to design racecar suits

The Offer: Clothing brand Hugo Boss and UK-based racecar team McLaren are celebrating 30 years of partnership with the "Dress Me for the Finale" online competition. The effort allows Formula 1 fans the chance to design driving suits for McLaren drivers. Hugo Boss will choose from among the user-generated designs for each race in the global Grand Prix series, as well as select a grand winner. Winners receive a race day accommodations and admission.


The Offer: Clothing brand Hugo Boss and UK-based racecar team McLaren are celebrating 30 years of partnership with the "Dress Me for the Finale" online competition. The effort allows Formula 1 fans the chance to design driving suits for McLaren drivers. Hugo Boss will choose from among the user-generated designs for each race in the global Grand Prix series. Winners receive a race day accommodation and admission.


The Data: Entrants must set up a profile on the Hugo Boss microsite to design the overalls. 


The Channel: The contest is run through the microsite. Brand events, in-store marketing, social media and some direct mail, as well as print and online advertising, supported the launch.


The Creative: Hugo Boss's agency of record, Germany-based Liganova, led the campaign. Creative features the McLaren drivers Lewis Hamilton and Jenson Button, as well as instructions on how to participate.


The Verdict:

Nick Moore is chief creative officer and EVP at Wunderman in New York. He oversees all creative work for a client list that includes Land Rover and Kimberly Clark. Before joining Wunderman in 2006, Moore was creative director at TBWA\GGT, now called Tequila\London.