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
- TAG Heuer
- Copywriting, Creative Direction, Music
- Brand Films, Commercials - Broadcast, Magazines
- Project Industries
- Advertising, Fashion, Lifestyle, Luxury