International Watch Company’s New, Breathtaking Campaign
IWC ( International Watch Company), a Swiss manufacturer of high end, luxury watches based in Schaffhausen rolled out a new campaign that consolidates “the worlds in which its products are rooted into” like never before.
It features a centerpiece video accompanied by a series of print ads, which speak of incredible stories of pilots, adventurers, divers and “men with a 39,000-mile journey home” (regarding the Volvo ocean race, and the Abu-Dhabi Ocean Racing team, all sponsored by IWC). The campaign also speaks of the company’s corporate social responsibility. IWC is sponsoring the Antoine de Saint-Exupéry Youth Foundation (a charity organization helping children living under hard conditions), The Charles Darwin Foundation (an organization helping the threatened ecological system of the Galapagos Islands survive) and supported David de Rothschild’s “Plastiki” expedition (Pacific ocean crossing made in a catamaran produced out of 12,500 plastic bottles and other plastic waste products). IWC CEO Georges Kern, commented on the company’s CSR strategy:
“Every company has a social and ecological responsibility. We have had the good fortune to find innovative partners and, as a result, been able to promote exciting and sustainable projects.”
The spot itself was done is done in a very inspiring, almost breathtaking manner, and it can be seen below, followed by the rest of the prints made for the occasion (the first one is shown at the beginning).
The campaign is signed by IWC’s old partner Jung von Matt, a German agency that is responsible for all the ingenious prints you can find when you google IWC. Karoline Huber, IWC Director of Marketing & Communications testifies on the close collaboration between the company and the agency:
“To create this campaign, we drew on a partnership that has proven its value time and time again. Working closely with the Jung von Matt advertising agency, we managed to reflect our brand identity and to provide a home for modern man and his dreams.”
I just love when brands have a heritage full of interesting stories and find a way to incorporate them into their campaigns, and you must agree that IWC has a hell of a story to tell.
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