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Watch brand launches global campaign for its iconic Royal Oak produced by BIRTH LX

Roastbrief by Roastbrief
July 28, 2022
in Advertising
Reading Time: 3 mins read
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Watch brand launches global campaign for its iconic Royal Oak produced by BIRTH LX
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Picasso said “it takes a long time to become young” – Since its launch on April 15, 1972, the Royal Oak, the flagship model of luxury watch brand Audemars Piguet, known for its trademark octagonal design, has been a symbol of audacity, a refusal to capitulate, and the freedom of spirit felt by those driven by the impulse of youth. Today, even with constant innovations and ever-changing aesthetics, the Royal Oak is a symbol that has stood the test of time by remaining “forever young”.

To honour the 50 years of continuous innovations to this iconoclast turned cultural icon, Publicis Luxe has created an immersive journey into the heart of the cultural trends that have shaken up and enlivened the fields of contemporary art, architecture, design, music and more from 1972 to almost tomorrow. 

A Journey Through Time was produced by the Temple Caché collective, which meticulously reconstructed the pop cultural iconography of each decade, using the Royal Oak’s iconic octagonal design as a point of passage. 

The campaign was conceived as an aesthetic experience and was deployed as a 360-degree campaign which also included:

– billboards celebrating the purity of the design and the icon’s octagonal shape

– 3D event screens around the world, including Piccadilly, Time Square, Changdu, Dubai…

– social media through an editorial campaign, still lifes, and 3D Instagram filters

– retail store design and pop-up stores  

These elements help to illustrate Audemars Piguet’s ability to transcend the ages, making the Royal Oak a cultural and design icon forever in tune with the times. 

The media campaign launched worldwide on April 15, 2022.

CREDITS

BRAND: AUDEMARS PIGUET

HEAD OF BRAND IMAGE & DIGITAL : Valentin Bentz

BRAND COMMUNICATIONS MANAGER : Katherine McKay

BRAND COMMUNICATIONS & CONTENT EXPERT : Nelly Audhoui

BRAND COMMUNICATION SPECIALIST : Claudio Zenger

AGENCY : PUBLICIS LUXE

EXECUTIVE CREATIVE DIRECTORS : Marie-Eve Schoettl – David Soussan

DC / DA: Nicolas Chauvin

DCA / CR : Gregory Athea

ASSISTANT DA : Amine Bouzidi

CD PUBLICIS LIVE : Anne Cleret

CREATIVE MUSIC DIRECTOR : Christophe Caurret

MUSIC PRODUCER : Boris Jeanne

ACCOUNT MANAGEMENT : Camille Rieu, Camille Emeury

PRODUCTION : Estelle Diot, Aurelien Merigaud

ART BUYING : Anne Traonouil

PRODUCTION

DIRECTORS : Temple Caché (Kelzang Ravach et Marion Castera), Valentin Guiod

PRODUCTION : BIRTH LX

EXECUTIVE PRODUCER & PARTNER : Yohan Ungar & Hugo Legrand Nathan

POST-PRODUCERS : Morgan Mirza, Esha Wootum & William Enguienta

MUSIC : N’TO – Believe Recordings

DIGITAL PRODUCTION : Artsphère

PHOTOGRAPHER : Carl Diner / Bloom

PRINT PRODUCTION: 

DOOH PRODUCTION : AC3 – Antoine Clergeot

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