The Citizen push features bold imagery and real people closely aligned with the marque in their passions, life choices, and work.
Citizen Watch Company of America has rolled out an advertising campaign highlighting the brand’s proprietary technology that powers each Citizen Eco-Drive watch with light, artificial or natural, and continuously uses light to recharge for the entire life of the watch.
The push adopts a fresh approach, featuring bold imagery and real people closely aligned with the marque in their passions, life choices, and work. Clint Harp, a woodworker and furniture artisan featured on HGTV’s Fixer Upper, uses recycled or reclaimed wood for the furniture he crafts.
The furniture-building expert shares with the watchmaker his commitment to the environment, while his green orientation echoes its branding proposition, where light-powered watches eliminate the need to replace watch batteries and therefore reduce our carbon footprint.
Meanwhile, Chloe Coscarelli, an award winning vegan chef and cookbook author, brings to life the mission statement for the brand’s L Ladies’ Collection with Brave is Beautiful. She has a dedication to animal-free cooking which is combined with decadent recipes and presentations.
Her lifestyle choices align with the timepieces from the aforementioned line. They marry the practicality of advanced craftsmanship with the luxury of beautiful design. Citizen worked with Style Coalition, an influencer and marketing platform to find the faces of the campaign.
The campaign debuts in the fall and will feature across broadcast outlets such as Fox NFL, HGTV, and Univision. Print and digital advertising in fashion, sports, and lifestyle categories with related programmatic video and mobile advertising is also included in the effort.
“This campaign is true to our founding leaders’ vision that Citizen should be an inclusive brand in both styling and price points so that people throughout the world can enjoy our timepieces,” said Ellen Seckler, Executive Vice President of Marketing for Citizen Watch Company of America.