Dress me for the finale – Bastian Pristl

Dress me for the finale
HUGO BOSS

Client HUGO BOSS
Role Creative Direction
Agency MDCT
Year 2011

In commemoration of their three-decade alliance, HUGO BOSS and McLaren convened an international design competition, titled 'Dress Me for the Finale!' This initiative spanned across global platforms, both physical and digital.

Participants were invited to craft designs for the racing suits donned by Formula 1 drivers Lewis Hamilton and Jenson Button using an interactive design configurator. This tool allowed for the exploration of various color schemes, patterns, and user-generated uploads. At each qualifying event, drivers sported the winning design from their respective regions. As an added incentive, the ultimate victor's creation would grace the finale in Brazil at season's end. Moreover, all racing suits worn throughout the season would be auctioned off for charitable causes.

The campaign yielded remarkable results over the course of a year, with an engagement of 400,000 users generating 9,000 unique suit designs and 200,000 votes cast in support of their favorites