The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

October 2, 2014 | 2 min read

Citizen Watch Co. has embarked on a race against time for the 84-year old watchmaker’s first global campaign created jointly by Wieden+Kennedy Amsterdam and Wieden+Kennedy Tokyo.

Promoting the brand’s new flagship model, the Eco-Drive Satellite Wave F100, that uses satellite-synchronised technology to adjust to the correct time zone not matter where you are in the world, the ‘Chasing Horizons’ creative features a ‘race against time’ to live in the same hour for as long as humanly possible.

In the campaign photographer Simon Roberts and ex-NATO pilot Jonathan Nicol chase the sunset across the Earth’s time zones in a precisely planned window of time in late February. Setting off from Reykjavik in Iceland, Roberts and Nicol moved into a new time zone each hour with Roberts capturing the moment with a photo of the setting sun.

Flying in the opposite direction to the Earth’s rotation enabled them to stay in the same moment of time and experience the same sunset over and over again in new locations ultimately ending at the Arctic Circle.

“As a photographic artist I never thought I would make a series of photos about sunsets, but here was an idea that literally took the concept to the edge of what’s possible,” explained Roberts. “By chasing the sun around the earth, existing in a perpetual twilight hour, we were pushing technical and physical boundaries. It was simultaneously exhilarating and challenging.”

The integrated campaign will utilise the images shot in global print and digital executions with a short film, made by documentary director, Tristan Patterson, portraying the journey being used for TV and online content.

The Chasing Horizons activity follows the launch of Citizen’s global brand statement ‘Better Starts Now’. In November Citizen plans on opening its first North American flagship store in New York’s Time Square.

Wieden+Kennedy Amsterdam Wieden+Kennedy Citizen

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