The challenge

Our task was to create an advertising campaign that would reposition the premium Swiss watchmaker, Dietrich in the extremely competitive watchmaking market.

Our approach

There are watches for those who need to prove something to themselves and others, and there are watches for those who have nothing to prove. Dietrich watches are for the men who have the courage to break the status quo. For men who are bold.
With this in mind, for the launch of the new DD-1 we developed a daring campaign utilizing a mix of the latest technology and classic advertisements. To kick off the campaign, 12 LED static screens were activated, which will run for several weeks. It is subtle, yet obvious to connoisseurs, and teases the competition with a “Twinkle in the Eye” exactly where they are all located: on Bahnhofstrasse in Zurich.

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