CITIZEN first global brand campaign: “CHASING HORIZONS” wins Gold Lion and Silver Lion at Cannes Lions 2015


CITIZEN proudly announces that “CHASING HORIZONS”, the first global advertising campaign from CITIZEN WATCH CO., LTD has won Promo & Activation Gold and Silver Lions at the 2015 Cannes Lions International Festival for Creativity*.

The “CHASING HORIZONS” ad which followed the launch of CITIZEN’s first global brand statement, BETTER STARTS NOW was created by Wieden+Kennedy Tokyo and Wieden+Kennedy Amsterdam. BETTER STARTS NOW is the 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.

CITIZEN announced its 2014 flagship model Eco-Drive SATELLITE WAVE F100 with the latest satellite-synchronized technology at BASEL WORLD 2014. No matter where you are on earth, this watch adjusts to the current time zone with the world fastest signal reception speed as fast as 3 seconds**. To demonstrate the watch’s unique ability, CITIZEN undertook this ambitious “race against time” which resulted in the “CHASING HORIZONS” ad campaign.

CITIZEN utilized the imagery captured during the expedition for use in online media, in stadium features at major sporting events such as US Open, and an international out-of-home media buy that included major airport hubs around the world (Tokyo, Osaka, Singapore, Frankfurt, London, New York).The 5 minute mini-documentary from this effort reached over 360 million online viewers. and was picked up by numerous international media, including the Discovery Channel.

*Cannes Lions International Festival for Creativity

The 62-year old Festival is the world’s biggest celebration of creativity. During one week in June each year, Cannes transforms into a global meeting place of anyone engaged in technology, advertising, media, marketing, design, innovation and entertainment.

** As of June 2015 as a light-powered satellite-synchronized watch according to the research data by CITIZEN WATCH CO., LTD.

CITIZEN WATCH is a true manufacture d'horlogerie with a comprehensive manufacturing process that extends from creating a watch’s individual components to its final assembly. The company operates in more than100 countries around the world. Since its founding in 1918, CITIZEN has held the belief of “Better Starts Now”— that is, 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. Sharing this belief, we have made watches, invented and improved technologies and explored the future of watches such as our propriety light-powered technology “Eco-Drive” and state-of-the-art satellite-synchronized timekeeping technology “Satellite Wave”.