This project emerged as part of my university course in Strategy & Concepts. The task was to develop a concept for marketing a watch collection in Germany and create a fitting campaign. A key aspect was that the watch collection resulted from a collaboration between a renowned watch brand and a museum.
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The campaign had a fictional budget of three million euros at its disposal. The choice of communication channels was open. The objective was to support the Christmas season without having a specifically Christmas-themed appearance.
At Christmas, shared time is of utmost importance. As this aspect is closely associated with watches, I centered my focus on togetherness and time, while simultaneously incorporating elements of a wristwatch. This resulted in the creation of bands that symbolize the connections between people. Hence, the hashtag #together was also created. To enhance the colorful watches, the scenes are presented in black and white.
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For the hashtag, posters were now designed with the hashtag and distributed throughout pedestrian zones. Additionally, it was possible to obtain a kind of temporary friendship bracelet with designs inspired by the bands from the posters next to shop locations of the watchbrand. These were intended to convey the sense of connection among people, mirroring the bond they would share with the watches from the collection, aiming to persuade customers to purchase the timepieces.
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This project originated as a submission for my Media and Communication Design studies, and it is not an official design commissioned by a watchbrand or museum. All brand names are covered up.
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