An uplifting global campaign for Swatch's Chinese New Year 2021 release.
-
We kick off the year with style and energy for Swatch’s Chinese New Year ‘OX ROCKS' special. Celebrating the zodiac animal of the year, The Metal Ox, our film and print campaign boasts the OX ROCKS watch in all its glory, with power, brilliance and balance being central themes.
Showing all over the world - from Hong Kong to Tokyo, Amsterdam to London - we wanted the campaign to be inclusive, exciting, and instantly recognisable as a Chinese New Year celebration, with nods to century-old traditions.
Executed with heart-warming, delicately crafted illustrations and hand-drawn animation, we bring to life the story of the ox, making sure to include a narrative of family fun and harmony (in a time when these are needed more than ever!). The campaign is accompanied by a modern twist on traditional Chinese music, composed by Travis Hefferen.
-
-
-
-
-
Character Development
-
-
-
-
-
-
-
-
-
In addition to the core film, we also crafted a set of key visuals for the brand to use in print advertising, as well as multiple assets for in-store visual merchandising and displays. An extensive set of OOH content was also developed for numerous screens from NYC to Tokyo.
-
-
-
-
-
-
-
-
Credits
- Client Swatch Group
- Concept & Direction weareseventeen
- Illustration Ricardo Bessa
- Production weareseventeen
- Music & Sound Travis Hefferen Music
