Matthew Miller
Jul 24, 2014

Citizen Watch debuts new global theme: 'Better starts now'

JAPAN - Citizen Watch today rolls out what it calls its first global brand statement, which communicates the company's core belief that "it's always possible to make something better, and now is the time to start doing it".

To illustrate this dedication to unending improvement, the company has posted a 90-second brand film (above). Created with Wieden+Kennedy Tokyo and Amsterdam, it focuses on a work table viewed from above as engineers achieve several innovative milestones over the brand's 84-year history. 

“Better and now are both infinite," said Michael Farr, executive creative director at Wieden+Kennedy Tokyo. "There is always a next ‘better’ and a new ‘now’ in which you can start pursuing it."

Dutch filmmaker Johan Kramer used period-accurate cameras to film each of the segments, including a hand-cranked 35mm camera from the 1930s and a 1980s VHS camera. Each segment also ends with a delightful true-to-the-era 'The End' graphic. 

The film play in stores around the world, including a new flagship in New York City's Times Square, which is slated to open in November. The theme will also be featured at sporting events the brand sponsors, including the US Open tennis tournament and the World Figure Skating Championships.

 

Source:
Campaign Asia

Related Articles

Just Published

13 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

14 hours ago

Agency Report Card 2024: Initiative

After losing marquee clients Amazon and Lego, Initiative faces an uphill battle to rebuild its reputation, leaning on new tools, a "challenger" mindset, and a focus on e-commerce to stay competitive in a rapidly shifting industry.

15 hours ago

Global CEO of WPP Media’s Nexus departs

Bidon has been global chief executive at Nexus since April 2022.

15 hours ago

Mark Read: 'People are happier when they’re in the ...

WPP’s chief executive spoke at SWSW and touched on hybrid working, the future of the workforce with AI and whether brands will return to X.