TAG Heuer x Porsche
Carrera B&Y
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TAG Heuer x Porsche
Carrera B&Y
TAG Heuer and Porsche's second watch under their official licence, and the first to lean fully into Porsche's world.
The launch took place at the Porsche Driving Area in Levi, Finland, with Patrick Dempsey on camera and behind the wheel.
The global campaign had to sell the watch and the car at once. Most co-branded watch work commits to one side and loses the other.
We demonstrated how the watch could be built out of the car, and the car out of the watch.The campaign translated one into the other.
The steering wheel became the rotor. The dashboard typography became the bezel index. The headlights cutting through Arctic darkness became yellow trails bleeding into the dial.
The campaign carried the Black & Yellow through its 1,500-piece release and set the foundation TAG Heuer would carry into the next Carrera x Porsche releases.
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Directors: Akatre & Valentin Petit
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Directors: Akatre & Valentin Petit
Two icons brought together at the meeting point of horology and horsepower. With Patrick Dempsey, ambassador for both brands and a real racing driver, at the centre of it.
