Third round’s the charm. Ask Marvin Pedro, DraftFCB creative director, when he joined just one round of the Hugo Create competition.
Hugo Boss, a German fashion and lifestyle house that specializes in high-end mens- and womenswear, fragrances, cosmetics, watches and eyewear, launched an online design competition for its Men’s eau de cologne line. The competition, which is ongoing, requires designs based on given themes per round.
Pedro joined Round Three whose theme was “City Sounds”. After two days of brainstorming, the creative director took all of three hours to compete his design.
“The competition required us to work around the bottle. What better way than to graphically render the different sounds of the city (on it),” described Pedro.
The competition chooses the top ten entries every round, and for Round Three, Pedro’s design was not shortlisted. However, an email from the fashion house informed the designer that his entry landed on the Special Round as finalist.
Soon after, he was informed the Limited Edition bottle had his name on it, besting 13,000 entries from over 108 countries
Pedro’s Limited Edition Hugo Boss eau de cologne is in the market. It debuted locally in major outlets last December in special Christmas t pack editions.
With the title comes a cash prize of US$1,500 and a feature on ID magazine. The Special Edition design bottle also comes with its on TV advert and print ads. In addition, Pedro’s “City Sounds” design is on billboard glory on Spring Street (corner of Broadway and Lafayette) in Manhattan.
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Beyond the personal glory, what Pedro values is found on the literature that comes with every Special Edition package that reads: The winning entry was submitted by 39-year-old Marvin Pedro of the Philippines who had merely entered one of the quarterly rounds of the HUGO Create challenge.
“I am doubly proud because not only is my name on it but also our country,” Pedro expressed, rather humbly.
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Visit www.hugocreate.com for more details.
adobo magazine. The Word on Advertising.
