Adrian Peter Tse
Oct 7, 2014

Citizen Watch steals one night from the planet

TOKYO / AMSTERDAM - Demonstrating technology that allows Citizen's Wave F100 watch to adjust to any time zone in 3 seconds, a pilot and photographer chase the setting sun across global time zones.

Client: Citizen Watch

Agency: Wieden+Kennedy Tokyo and Amsterdam

Market: Global

Campaign scope: Print, digital, TVC

Background: To showcase the Eco-Drive Satellite Wave F100’s time-zone adjustment capabilities, photographer Simon Roberts, ex-NATO pilot Jonathan Nicol and documentary filmmaker Tristan Patterson flew in the opposite direction to the Earth’s rotation in order to stay in the same moment of time and experience the same sunset over and over again. The team kept up with the sunset for one night before landing in the Arctic Circle. The mission resulted in a unique series of sunset images taken at exactly the same hour and same minute, in the same day.

Press release quote: Roberts: "As a photographic artist I never thought I would make a series of photos about sunsets, but here was an idea that literally took the concept to the edge of what’s possible. By chasing the sun around the earth, existing in a perpetual twilight hour, we were pushing technical and physical boundaries. It was simultaneously exhilarating and challenging."

Comments: We all know how ‘time flies’, or have experienced moments where we wished we could freeze time. By touching on these universal themes, the campaign achieves an emotional resonance while also elegantly showcasing the product.     


Executive Creative Directors: Mike Farr & Tota Hasegawa (W+K Tokyo)
Art Director: Vasco Vicente (W+K Amsterdam)
Copywriter: Evgeny Primachenko (W+K Amsterdam) / Takeshi Amata (W+K Tokyo)
Head of Broadcast Production: Erik Verheijen (W+K Amsterdam)
Broadcast Producer: Tony Stearns / Lars Fabery de Jonge (W+K Amsterdam)
Digital Producer: Reiko Kawaguchi (W+K Tokyo)
Planner: Danny Feeney (W+K Amsterdam) / Kenichiro Muraguchi (W+K Tokyo)
Head on Design: Joe Burrin (W+K Amsterdam)
Head of Studio: Jackie Barbour (W+K Amsterdam)
Studio Designer: Thomas Payne (W+K Amsterdam)
Project Manager: Emma Williamson (W+K Amsterdam)
Business Affairs: Michael Graves (W+K Amsterdam)
Account Director: Kensuke Suemasa (W+K Tokyo) / Eleanor Thodey (W+K Amsterdam)
Account Supervisor: Yoshiko Amano (W+K Tokyo)

Film production
Production Company: Smuggler
Director: Tristan Patterson
Producer: Hera King
Executive Producer: Chris Barrett
Editorial: Whitehouse Post
Editor: James Forbes-Robertson
Post Production Company: The Ambassadors
Post Producer: Thijs Klaassen
Music Company: The Ambassadors
Sound Design /Mix: The Ambassadors

Print  production

Production company: Visual Artists
Photography (F100 key visual: Simon Roberts (represented by DMB Creatives)
Citizen Product Photography: Frank Hulsbomer

Web production
Production Company: Grand Base Inc.
Director: Shunya Hagiwara
Producer: Yosuke Kurita (Grand Base Inc.)
Web Designer: Shinpe Yamamori (Grand Base Inc.)
Technical Director: Yoshiaki Fujimori (Grand Base Inc.)
Interactive Designer: Junya Kojima (Superposition Inc.)


Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.