Shinola: advert-body-1 by Preacher

In honor of Independence Day, high-end accessory company Shinola, from Detroit, wanted to honor those who came to the US to become citizens, and looked to New York harbor for inspiration. The Statue of Liberty timepiece from the watch maker shines a light on the many people who have spent a great deal of time and effort to wear the moniker of ‘American citizen,’ and to invite everyone all to re-examine the perception of the term “immigrant.”

On June 15, Shinola welcomed more than 100 new US citizens at the Moynihan Courthouse in New York City after a naturalization ceremony. A select group of citizens were interviewed, filmed, and appeared in portrait photography to showcase the range of stories that make up the immigrant population. Shinola gave gifts to some of the newly naturalized citizens, the company’s Runwell, packaged in a box with the phrase, “From this second forward, you are as American as the rest of us.” The film, “From This Second Forward,” was directed by Danny Clinch, a legendary photographer and director based in New York City, and the campaign was done by Austin agency Preacher.

The campaign launched July 2 with a full-page ad in the New York Times, and will run online and on Shinola’s social channels. The collection’s unveiling coincides with ‘For Lady Liberty’ a month-long crowdfunding campaign being led by The Statue of Liberty-Ellis Island Foundation to help build the new Statue of Liberty Museum. Scheduled to open in May 2019, the museum will celebrate the Statue of Liberty’s story.