Wieden + Kennedy launches global ‘Better starts now’ campaign for watchmaker Citizen

Watchmaker Citizen has launched a global ad campaign created by Wieden + Kennedy Tokyo to introduce its new proposition, ‘Better starts now’.

The campaign marks the first time that the brand has launched a global slogan since its inception in Tokyo in 1930.

A short film, made by Dutch director Johan Kramer, was shot on a 1930’s hand-cranked 35mm camera reminiscent of the watch’s era of origin.

The campaign, which also has a digital element, will run in Citizen stores and at sporting events that the brands sponsors, such as the US Tennis Open and the World Figure Skating Championships.

Michael Farr, ECD at Wieden + Kennedy Tokyo said: “Better and now are both infinite. There is always a next ‘better’ and a new ‘now’ in which you can start pursuing it. It was clear from the onset of this project that Citizen are dedicated to this ideal… not to the past but to the present, and all the ways they can improve it”.


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