Through a dedicated YouTube channel Hugo (Boss) introduces a new fragrance: Just Different. The tone and look of the beautiful film, directed by video artist Marco Brambilla, can be influenced through your webcam and by tilting your head left and right – left is ‘movie’, middle is ‘story’, and right is ‘theatrical’. The film thus facilitates the viewer to see things differently, which should explain what the new fragrance is all about. And, yes, as the press release mentions the campaign is cutting-edge. But we have to say that tilting our heads in front of our webcam feels a little silly. As if Hugo asks us to jump through a hula hoop – which makes the technique overshadow the message somewhat. And that is a pity. Created by Blast Radius Amsterdam and Stink Digital (production).