Hugo create: outdoor gallery
HUGO Create was a global design contest from HUGO fragrances. The contest was open to people of all skill levels. Professionals, students and design enthusiasts. 
Participants were invited to make a design posters for HUGO Fragrances, inspired by and featuring the HUGO Man Bottle. The HUGO Generator was featured online to create a design.In September 2009, HUGO turned downtown Manhattan into an outdoor gallery which can be visited in real life of course, or online through a virtual visit. Finally they released a book featuring the top 100 designs from the first rounds of the contest and launched limited bottle edition based on the designs again. For me this shows a beautiful understanding of a brand's urban creative brand core on good insights engaging its young urban and cosmopolitan consumers. The use of media is truely derived from the big idea, and is intrinsicallly part of the whole campaign drama. (also via designerscouch)
