Ads We Like: Shinola’s Statue of Liberty timepiece collection celebrates diversity of immigrants
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.
“With this project, we hope to echo what Lady Liberty herself has always stood for – freedom, hope, and eternal welcome to those who come to America from abroad,” the company stated in a release.
Shinola stated that the Statue of Liberty is a universal symbol of freedom, diversity and democracy, which is why they used it as the basis for the campaign.
“At Shinola, we support diversity within our communities and in our American workforce,” said chief executive officer, Tom Lewand. “We welcome these newest citizens because with each new perspective, America grows stronger and more whole. We see it every day in our company. We've seen it in this country for nearly 250 years. We're a better nation because of it."
Added Stephen A. Briganti, president and chief executive officer of the Statue of Liberty-Ellis Island Foundation: "The Statue of Liberty was built as a monument to the freedom of individuals. During our nation’s peak immigration years she greeted millions as they entered New York Harbor on their way to Ellis Island and a new life in America. In the years since, the Statue of Liberty has grown from a national monument to a global icon recognized the world over.”
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.
