Swiss watch brand Bulova has relaunched itself in China and Hong
Kong with a campaign created by Hong Kong-based creative boutique 2 Way
Street, which features up-and-coming Taiwanese singer Wang Lee Hon.
2 Way Street director/CD Margaret Tsui said Wang - who wrote the TVC
theme song - was selected because his profile matched the relaunch theme
for Bulova: "individual style, with substance". The campaign features
the five elements of earth, gold, wood, fire and water, around which the
new Bulova designs were launched.
Spicy Films director Ken Chung shot the TVC in Shanghai; the spot was
also reworked in conjunction with Sony for use on MTV.
The campaign includes bus shelter ads and posters; 2 Way Street also
designed the CD cover - Wang released the theme song for the commercial
as a single.
