THE MAN OF TODAY / Modern day masculinity is no longer a specific look. It’s a lifestyle. The man of today is multi-dimensional: rough around the edges, but always a gentleman. He grooms. He cooks. He tells good stories. He’s strong, earnest, engaging, and a man of substance. His world is rich and varied. 

He is the sum of all the parts of his life. 

MAN OF TODAY EVENT: LIFESTYLE EXHIBIT /

The Man of Today was interpreted and experienced through the senses in this traveling lifestyle exhibit. 

GALLERIES / STATIONS:

SEE: Using Oculus Rift virtual reality headsets, people experienced 'Man of Today' moments, like the instant before a first kiss, when an athlete charges an opponent, and when a performer is about to go on stage.

HEAR: Speakers projected the sounds of modern day masculinity: motors revving, sports events, power saws, and more. 

TASTE: Cocktails and a tasting menu inspired by cinnamon, bergamot, and other Boss Bottled fragrance notes were created.

BOSS TEE-TIME: AN URBAN GOLF EVENT /

To put a twist on a traditional representation of success, we created urban golf courses with a series of pop-up putting greens in unexpected locations like NYC’s High Line, Soho House roof, and around Wall Street Charging Bull statue. Key influencers and bloggers helped get the word out via social media.  

We finished with a VIP party for participants, our influencers, and people who Tweeted about or posted images of the golf event.

BE THE BOSS BUSINESS CARD GENERATOR /

A stand-alone kiosk printed luxe business cards with a person’s name and the Boss logo. It lived at Boss Bottled events and at retail locations.

BOSS TO GO: PRODUCT DESIGN /

Cool, covetable Boss Bottled atomizers that are travel sized and refillable. 
Designed to accompany new Boss Bottled rituals throughout the day: post lunch, post workout, mid-date refresh.

INTERACTIVE QUIZ / WHICH LEADING MAN IS YOUR MAN? 

We created a fun quiz geared towards women, who are often the ones who buy cologne for their men. It lived on sites like Daily Candy and Refinery29. Questions covered music, sports, and social activities.The results were one of ten classic Hollywood leading men– guys like Steve McQueen, James Dean, Frank Sinatra, Cary Grant & Paul Newman– who all exude the Boss lifestyle. These results were easily shareable.
Anyone who took the quiz got a free sample of Boss Bottled.