Global Network


Jul 02, 2015

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 BASELWORLD 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.

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.