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Creative in association withGear Seven
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W+K Tokyo Travels Through Time for Citizen Watch

24/07/2014
Advertising Agency
Tokyo, Japan
219
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Company launches 'Better Starts Now' campaign

Citizen Watch Co., Ltd. was founded in Tokyo in 1930, and dedicated it’s name to the new generation of Japan. A generation that wanted to change things for the better. A generation that believed that now was the time to do it. A lot of time has passed since then but the company still sees the world as a work in progress, a place to be improved, and that every ‘now’ can set them on the path to something special.

With this in mind, and after eighty four years of believing in the power of unending improvement, Citizen proudly announces its first global brand statement: Better Starts Now.

Created in collaboration with Wieden+Kennedy, Better Starts Now is the simple belief that, no matter who you are and what you do, it is always possible to make something better – and now is the time to start doing it.


“Better and now are both infinite. There is always a next ‘better’ and a new ‘now’ in which you can start pursuing it.” Michael Farr, Executive Creative Director at Wieden+Kennedy Tokyo added, “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”

W+K said "We listened carefully to the voices of Citizen employees around the world. It represents our belief, which has been passed on past eighty-four years. The purpose of having this brand statement is to convey the world of Citizen to a global audience with a single unified message."

To help communicate this belief to the world we have created a new global Citizen brand movie, brand identity and brand website that represents the 'Better Starts Now' philosophy.

The brand movie was shot by legendary Dutch filmmaker, Johan Kramer and takes place at a single Citizen workstation. Using the correct camera for the year and innovation being portrayed - from historical black & white footage, shot on a 1930’s hand-cranked 35mm camera, to the saturated footage of a 1980’s VHS camera - the essence of Better Starts Now in each time period was brought to life.

Better Starts Now will be used in Citizen stores around the world, including the new flagship store in Times Square, New York, opening in November 2014. It will also be featured at major sporting events sponsored by Citizen, such as the US Tennis Open and the World Figure Skating Championships.

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