The Rolex campaign highlights their commitment since 1975 to exploring and safeguarding our planet, emphasized by their Perpetual Planet program and Rolex Awards. This campaign transcends the brand's renowned precision and prestige, focusing on environmental conservation. Time, the language of Rolex, symbolizes more than just ticking seconds; it represents the critical moments in restoring natural habitats, reviving disappearing landscapes, and ensuring a clean, safe environment. By metaphorically ‘turning back time,’ climate change is not a lost cause, and it's time to preserve the planet.
Turn Back Time with ROLEX
Role
Co-Art Direction, Graphic Design, Creative Strategy
Worked with
Ayisha Siddiqua
Award
2023 American Advertising Awards Atlanta - Gold & Silver Addy, Judge’s Pick
Rolex's advertising, traditionally focused on watch performance and luxury appeal, misses highlighting its environmental initiatives like the Perpetual Planet and Rolex Awards. This approach limits their reach to a shrinking audience of traditional luxury buyers. However, there's a significant opportunity to pivot toward climate justice, a crucial issue for younger, socially conscious demographics. By aligning their campaigns with environmental concerns, Rolex can attract new audiences, including socially aware younger generations and environmentally experienced Gen X and baby boomers. This shift could seamlessly blend Rolex's luxury heritage with modern social responsibility.
Problems & Opportunities
Get people who are semi-aware & concerned about the global environmental challenges, to know that Rolex encourages taking action against climate injustice, by showcasing the changing state of the Earth through time, because everyone has the power to make a difference.
Strategy
Due to climate change, the planet we live on is getting worse. However, it is hard for people to feel the environmental crisis because of their fast-paced lives. The Watch of The Hour installation as Guerilla Marketing will be a part of the customer journey in Downtown, City Park, Times Square, and Navy Pier. The interactive function - turning the crown will show the difference between the Earth passing through time.
THE WATCH OF THE HOUR
The print ad will use eco-friendly transparent paper, presenting a current article about climate change. When people flip through the magazine, they will notice the before and after effects of what climate change has done to our biodiversity.
A FLIP THROUGH TIME
The audience will rewind the time with Rolex through the video ad and experience the Earth as it once was. Rolex has been building the watch to last, and it hopes that what we do will make the planet to last as well.
ONE PLANET, ONE HOME
Linxin (April) Lu
Ayisha Siddiqua
Brian Reginald Harrison