G-SHOCK
Never Give Up
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G-SHOCK
Never Give Up
G-Shock's heritage in hip-hop and skate didn't transfer automatically to a generation discovering streetwear through Virgil Abloh.
They had hit 100 million watches sold for its 35th birthday, but the generation that grew up wearing the brand was being pulled toward Apple and a luxury street scene.
The creative direction had to answer that shift. We needed to put G-Shock back in the room with the people shaping culture, and tell a story that matched the values it was built on.
Kikuo Ibe, the father of G-Shock, dropped his father's watch, decided to make one that wouldn't break, then threw 200 prototypes off the roof of the Casio building in Tokyo until one survived. Repetition. Failure. Resistance. The watch is the result of a process.
The campaign played that same arc through three portraits. Preparation. Performance. A moment of grace. Hip-hop with Prince Waly. Dance with Victoria Dauberville. Skate with Quentin Dubeau.
Released in May 2019 as the French Never Give Up campaign. The Facebook hero cut alone reached 2.1 million views.
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Director: Valentin Petit
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Director: Valentin Petit
The G-Shock survived 200 prototypes off a Tokyo roof. We brought that story back into the present through three portraits of culture-shapers whose crafts run on the same values.
