Cannes Lions

ECO-DRIVE

WOW, Tokyo / CITIZEN WATCH CO. / 2010

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This was released at Basel World 2009, the world's biggest and most essential event for the watch and jewelry industry, which was held from March 26 to April 2, 2009 in Basel, Switzerland. We provided the main movie to enhance Citizen’s booth at the weeklong event. This active and dynamic work promoted the infinite possibilities of Eco-Drive model, which is a solar conversion panel and energy cell, which are the power provider for these Quartz watches.We seamlessly fused images and meanings of constant change and energy in Tokyo with the infinite possibilities of the Eco-Drive. Tokyo has many different aspects but in this we focussed on the speed of change. The city of Tokyo has been changed rapidly – constructing and demolishing, updating and renewing the buildings constantly. There is no end in sight for this constant transformation and evolution.About the exhibition:All the world’s most famous and luxurious watch brands assemble each year for Basel World, and Citizen’s booth was placed in the centre of this event. To take advantage of the key location and enhance Citizen’s image, we played this spectacular video through nine 50-inch plasma monitors.

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