Hugo 6
Creative
presentation
    th
June 14 , 2007
An overriding thought



“The most unexpected things happen when
              you breathe”
6 Ideas

1.   “Breathe wherever you are”
2.   “Lightness of being”
3.   “It’s all in the breathe”
4.   “Breathe life in”
5...
“Breathe wherever you are”
          revised
Revised Breathe wherever you are


• What’s the Big Idea?
       • Hugo’s relaxed energy provokes a wave of tranquility in...
“Lightness of being”
Lightness of being


• What’s the Big Idea?
       • The more you breathe, the lighter you feel.

• What’s the fragrance d...
“All in the breath”
Mood video
• Add mood board
All in the breath


• What’s the Big Idea?
       • By breathing deeper, Hugo creates a positive effect on everyone
      ...
“Breathe life in”
  “Hugo P.O.V”
“Breathing Space”
Nomadic thoughts

Innovators in session equally expressed where and how they attained their “oasis” as they did their stat...
“Breathe life in”
Breathe life in

• What’s the Big Idea?
       • When Hugo breathes, he takes the time to really notice what’s around
    ...
“Hugo P.O.V”
Video reference




  Click to see the video
Hugo P.O.V


• What’s the Big Idea?
       • Life has more levity when you breathe.

• What’s the fragrance do for you?
  ...
“Breathing Space”
Video reference




   Click to see the video
Breathing Space


• What’s the Big Idea?
       • When you are cool and relaxed, nothing can effect you.

• What’s the fra...
Next steps
Next steps

Second presentation of creative ideas                   June 14th
Presentation of mood board for CAU tests    ...
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
Hugo Fragrance Creative Development
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Creative Development of Hugo fragrance

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Hugo Fragrance Creative Development

  1. 1. Hugo 6 Creative presentation th June 14 , 2007
  2. 2. An overriding thought “The most unexpected things happen when you breathe”
  3. 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. 4. “Breathe wherever you are” revised
  5. 5. 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
  6. 6. “Lightness of being”
  7. 7. 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
  8. 8. “All in the breath”
  9. 9. Mood video
  10. 10. • Add mood board
  11. 11. 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
  12. 12. “Breathe life in” “Hugo P.O.V” “Breathing Space”
  13. 13. 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
  14. 14. “Breathe life in”
  15. 15. 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
  16. 16. “Hugo P.O.V”
  17. 17. Video reference Click to see the video
  18. 18. 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
  19. 19. “Breathing Space”
  20. 20. Video reference Click to see the video
  21. 21. 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
  22. 22. Next steps
  23. 23. 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

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