We, and our partners, use cookies to deliver our services. By using our website you agree to the use of cookies as described in our Privacy Policy.

Okay
Tag Heuer - "It's A Mind Game."

Tag Heuer had hit a plateau and could hear their rivals gaining ground. So, I leveraged the brand's unique performance heritage to capture the psychological "high ground" in the fiercely competitive luxury watch category. A compelling and ownable insight; surreal, unexpected, but dead on strategy and their target imagery; and a memorable theme - "It's A Mind Game" - told a brand story that communicated globally, repositioned Tag on the cutting edge of a thinking man's classic style, and reignited their growth. The results? A Silver Lion at Cannes, a 50 Top Campaigns selection by Adweek, double-digit sales increases worldwide, and yes... their rivals fading in the rear view mirror.

Project Roles
Copywriter, Creative Director, Music Supervisor
Company
TAG Heuer
Skills
Copywriting, Creative Direction, Music
Media
Brand Films, Commercials - Broadcast, Magazines
Project Industries
Advertising, Fashion, Lifestyle, Luxury
Tag Heuer - "It's A Mind Game."
Tag Heuer - "It's A Mind Game."
Tag Heuer - "It's A Mind Game."
Tag Heuer - "It's A Mind Game."
Tag Heuer - "It's A Mind Game."