After almost a year of OOH disappearance, the handcrafted swiss-made luxury watches brand Girard-Perregaux appears on the scene once again with a campaign relaunch. Reviving their “Shaping the (K)Now” campaign, the fine watchmaking manufacturers make a solid statement that their watches, as well as ads, can stand the test of time. For over two centuries, the brand reflected its ability to bridge the gap between the past and present, between the technical and the aesthetic. This is something that is reflected visually in the ad which is devised of two parts, the functional and the artistic. The first half uses an eclipse black background to flaunt the brand’s logo and ad copy which reads “Shaping the (K)now”. This play-on-words is seen only in the English version of the ad. The other half of the visual shows an aesthetic aerial view of Switzerland, and the center of the visual shows the star of the ad, the GP watch. The visual reflects how the intricate design of the watch reinterprets the contemporary structures of architecture. Retailer Ahmed Seddiqi and Sons, as well as their locations across Dubai, are also seen on the ads. The new OOH campaign was spotted on Dubai’s prime advertising sites during the first week of February.
