Unsurprisingly, sales of men’s cologne spike during the holidays, when wives and girlfriends buy the men in their lives something that is selfishly for them.  While men may not have been the primary purchaser, Hugo Boss wanted men to feel confident in the gifts they received from their significant others and enlisted the help of NYMag to associate The Fragrance with power, prosperity and success.

To achieve this, we set our on an ambitious program that mirrored the Boss brand promise: charismatic, masculine, and precise with an unmatched sense of style. We called it Speed – a special report that creatively celebrates the people, products and places that have defined the times, by living outside them. A modern day love letter to the originators, inventors and unique individuals who have enjoyed the thrill of success.

In addition, we worked with a  modern renaissance man who has successfully turned his passions for music and art into a career – to highlight that everyday men can find success – and how his favorite fragrance keeps him confident and inspired through and through. He even composed an original song inspired by The Scent.

The on-site content was viewed by over 10,000,000 people, the social content was viewed almost 25,000,000 times and the click-to-shop feature had a 10% conversion rate. Like it or not, these are fast times we’re living in, so might as well saddle up and get moving.