Creative Development of Hugo fragrance

1. Hugo 6
Creative
presentation
th
June 14 , 2007

2. An overriding thought
“The most unexpected things happen when
you breathe”

3. 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”

4. “Breathe wherever you are”
revised

13. Revised 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 Hugo reminds you that the more you breathe, the more
²
unusually relaxed your world becomes.
• Selling Line:
• “HUGO . The new fragrance for men… Breathe.
²

14. “Lightness of being”

18. Lightness of being
• What’s the Big Idea?
• The more you breathe, the lighter you feel.
• What’s the fragrance do for you?
• Wearing Hugo reminds you that the more you breathe, the lighter
²
and freer you feel as a person.
• Selling Line:
• “HUGO . The new fragrance. Breathe deeper.
²

19. “All in the breath”

20. Mood video

22. • Add mood board

23. All 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 Hugo reminds you that when you breathe, others wil feel
²
your positive energy.
• Selling Line:
• Hugo . The new fragrance… Breathe more.
²

24. “Breathe life in”
“Hugo P.O.V”
“Breathing Space”

25. 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

26. “Breathe life in”

29. Breathe 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 Hugo is a reminder that when you breathe, it reminds you to
²
notice the glorious details of life.
• Selling Line:
• “HUGO . The new fragrance for men… Breathe the moment.
²

30. “Hugo P.O.V”

31. Video reference
Click to see the video

34. Hugo P.O.V
• What’s the Big Idea?
• Life has more levity when you breathe.
• What’s the fragrance do for you?
• Wearing Hugo reminds you that the more you breathe, the lighter
²
the feel.
• Selling Line:
• “HUGO . The new fragrance for men… Come up for air.
²

35. “Breathing Space”

36. Video reference
Click to see the video

39. Breathing Space
• What’s the Big Idea?
• When you are cool and relaxed, nothing can effect you.
• What’s the fragrance do for you?
• Wearing Hugo reminds you that no matter what happens around
²
you, you can stay relax.
• Selling Line:
• “HUGO . The new fragrance from Hugo. Breathe.
²

40. Next steps

41. Next steps
Second presentation of creative ideas June 14th
Presentation of mood board for CAU tests By June 18th
Preparation of stimulus material for adstrat
Delivery of aligned mood boards to research institute By June 25th
CAU tests in Germany W/c June 25th
Presentation of stimulus material and alignment
Delivery to tests By end w/C June 25th
Start tests Adstrat W/c July 9th
Tests results W/c August 6th
Potential fine-tuning of the ideas W/c August 13th
FH alignment on creative route W/c August 20th
Start director’s and photographer’s search W/c August 27th