The Drum Awards for Marketing - Extended Deadline

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Date: Dec 2017
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British watchmaker Vertex has evoked the story of its Caliber 59 military issue watch to promote the limited edition M100 in a new campaign created by Grey London – the brand’s first advertising in 50 years.

Established in 1917, Vertex was one of the so-called ‘Dirty Dozen’ – 12 companies that built and supplied watches to the specifications of the UK Ministry of Defence. Its Caliber 59 was officially issued to British special units during the Second World War.

Though Vertex ceased production in 1972, it was re-launched by Don Cochrane, great grandson of the company’s original founder, with the launch of the new M100 – a tribute to the Calibre 59 – earlier this year.

Credits

Agency - Grey London

Vicki Maguire / Caroline Pay - Joint Chief Creative Officers

Andy Lockley - Creative Director

Andy Lockley - Copywriter

Andy Lockley - Art Director

Stuart Leung - Designer

Stuart Leung - Typographer

Jonas Ranson / Blacklist Editions - Printmaker