Swatch Chrono
Swatch Chrono Plastic was aimed at a younger, urban audience. It needed an idea with the same energy as the watch. We found it in Parkour. At the time it was still relatively underground. Raw, physical and unlike anything else around. It gave us a brilliant way to show the watch in motion rather than simply put it on a wrist and photograph it. I led the creative across film, advertising and live events, taking Parkour out onto the streets and building the launch around movement, energy and attitude. The campaign developed something of a cult following and Chrono Plastic went on to become one of Swatch Group’s most successful launches.