Citizen Takes Us on a Journey Through the History of Its Watchmaking

W+K's Ad Introduces Strapline 'Better Starts Now'

Published On
Jul 29, 2014

Editor's Pick

Citizen Watches takes us on a journey through the history of its watchmaking in this charming and cleverly put together film from Wieden + Kennedy Tokyo and Amsterdam. Directed by Johan Kramer (the original co-founder of KesselsKramer) it shows watchmakers hard at work in different decades, with each era marked off by the caption "The End" in typography appropriate to its time. Kramer also used different cameras, including a 1930's hand-cranked 35mm camera and 1980's VHS, to denote each era. The ad ends with the tagline "Better Starts Now." The film is running on Citizen's website, in stores and will play at major sporting events sponsored by Citizen, including the US Open.


Jul 29, 2014
Agency :
Wieden & Kennedy-Tokyo
Agency :
Wieden & Kennedy-Amsterdam
Brand :
Client :
Executive Creative Director :
Mikey Farr
Executive Creative Director :
Tota Hasegawa
Art Director :
Vasco Vicente
Head of Broadcast Production :
Erik Verheijen
Copywriter :
Evgeny Primachenko
Broadcast Producer :
Tony Stearns
Broadcast Producer :
Lars Fabery de Jonge
Creative Planner :
Danny Feeney
Creative Planner :
Kenichiro Muraguchi
Project Manager :
Emma Williamson
Business Affairs :
Michael Graves
Account Director :
Kensuke Suemasa
Account Manager :
Yoshiko Amano
Production Company :
100% Halal
Director :
Johan Kramer
Producer :
Christine Anderton
Executive Producer :
Gijs Determeijer
Editor :
Kevin Whelan
Post Production :
MPC Amsterdam
Titles :
Dan Cassaro
Music Company :
AME Music
Composer :
Andre Ettema
Sound Design/Mix :
Wave Amsterdam

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