Alex Thomson and HUGO BOSS wanted to celebrate their long standing relationship with a campaign that would reach, excite and engage new audiences. They wanted something which would draw mass attention to the sport of sailing, communicate the core values of the BOSS brand and promote the relevant BOSS product line. They were prepared to invest in the right idea in order to create huge impact far beyond the sailing community.
The #MastWalk was a truly standout campaign and perfectly embodied our core brand values. It was a huge success, and to win the BT Sport Industry Award for ‘Best Use of PR’ was a wonderful added bonus.