It’s A Mind Game.

How did Zambrelli capture the psychological "high ground" in the fiercely competitive luxury watch category?

We challenged the conventional "status symbol sell" in the category by leveraging Tag's performance heritage and the target's "internal motivation" for success instead of recycling cliched "external status signs."

A compelling insight, surreal, unexpected imagery, and a memorable theme - "It's A Mind Game" - told a brand story that communicated globally and positioned Tag Heuer on the cutting edge of a thinking man's classic style.

The results? A Silver Lion at Cannes, a 50 Top Campaigns selection by Adweek, and double-digit sales increases worldwide.

Services

Creative, Branding, Film, Print