Benjamin Li
Aug 5, 2010

Solvil et Titus adds a new tagline to an old theme

JWT Hong Kong has rolled out a new ad campaign for City Chain’s watch brand Solvil et Titus with an integrated regional campaign titled ‘Time is love’.

Solvil et Titus adds a new tagline to an old theme

The agency launched this ‘Time is love’ brand platform as a prelude last year in the region. This year the team will take it to another level - it is finally launching a TVC after 13 years.  

Solvil et Titus has produced a legendary local TV ad ‘Timeless love’, which became the most popular advertising slogan in Hong Kong during the 90s.
 
Frankie Fung, group creative director of JWT Hong Kong explained,As times have changed, so have the wants, needs and desires of the market. Despite exploring different ways to address the demands of all its target market,
Solvil et Titus gradually drifted away from being an icon that reflected society’s attitude towards love."
 
The agency and
Solvil et Titus conducted research and re-examined current market conditions. While reaffirming love as a core and fundamental value in life for modern people, time has always played a significant role in defining love.
 
In the end, Solvil et Titus decided to reignite “the close affinity of time and love" as the core value of the brand for their target consumers - 20+ urban career women.

Filmed in Taiwan, there will be four versions of the TVC in total in different lengths. The shorter clips speak individually from the male and female character's point of views. The story line speaks about a couple's relationship diluting because of time.

The campaign will run on the Chinese mainland and in Hong Kong, Singapore, Malaysia and Thailand until early next year. It also has a website,
www.timeislove.com.hk/thematic/hktc, where people can send messages to express their love.

“This campaign aims at inspiring the new generation about love, as well as to move people, just like how it once touched the audience years before," said Fung.


 

 

Credits:
Project Time is love
Client City Chain 
City Chain director Stella Chow
Creative agency JWT Hong Kong
CEO Desmond So
Deputy executive creative director Charles Wong
Group creative director Frankie Fung
Associate creative director Cherry Wong
Senior planner Connie Ho
Group account director Eric Fung
Account manager Josephine Leung
Exposure Television, print, outdoor, online

 

Source:
Campaign China

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