WATCHES:
timex
THE PRODUCT
Timex watches are synonymous with simplicity and sturdiness. Though, when simplicity is one of your key drivers, boredom comes with the territory.
THE GOAL
Reposition Timex in the current watch and accessory landscape while retaining the brand's core values. Simply put, give them something that puts them on the map.
THE PROBLEM
Though Timex is a brand well-known in the market, no one - especially Gen Z - thinks about it. It simply isn't cool in the current landscape where watches don't only tell you the time but also tell you when your heart skips a beat.
MY ROLE
Strategise, conceptualise, write in, and write out what Timex ought to be in the brave new world of watches.
THE SOLUTION
THE CCI
Complications are everywhere. Bells and whistles flowing at their maximum, truly filling every single of us with so much information that none of it really gets through. Though, usually, what matters in life are the simple things; the ones that cut through the humdrum and give you the true distilled form.
No complications, simple living, and authenticity.
Because really what matters at the end of the day is just what you need.
THE IDENTITY:
SLOW
LIVING
UNDO
COMPLICATIONS
TRADITION FOR
THE MODERN
DAY
THE EXECUTION
From print, activations, and collaborations to the films.
the print
.
The COLLABORATIONS
timex x Patagonia
The world is ticking faster than ever before. A few brands have the resilience to aim to slow this down and do their part. Timex and Patagonia have a large amount of synergy that we believed would fit well in this space.
Due to their shared focus on creating durable items that help the world, Timex’s Waterbury range and Patagonia — as a brand — are a natural fit that would be Gen Z and future-focused.
timex x CATANACOMICS
The simple things in life are at times just what you need. Catanacomics, one of the leading comics on Instagram, focuses on wholesome daily activities that symbolise the core message of our CCI; we felt a collaboration with them would create the perfect harmony between our messaging and relatability with the audience we were targeting.
Sample Comic: You see John checking his watch again and again while sitting at home. Frame 1: Copy: 7:01 Visual: He’s sitting normally on the sofa Frame 2: Copy: 7:02 Visual: He’s laying on the sofa checking his watch Frame 3: Copy: 7:03 Visual: His legs are on the sofa while his head rests on the floor Frame 4: Copy: 7:04 Visual: You see the female lead of the comics returning home with huge bags of groceries with her hands up triumphantly. Frame 5: Copy: 7:10 Visual: You see both of them with all the groceries laid out in front of them while they both share a milkshake. Frame 6: Copy: 7:45 Visual: You see both of them cuddling and napping as if in a food coma. Frame 7 Copy: 8:03 Visual: John wakes up checks the time again. Frame 8 Copy: 8:04 Visual: John lies back down and goes to sleep.
The ACTIVATIONS
SUNDIAL
Time’s a precious commodity that we all sometimes forget about.
To remind people that may need it the most, we create a large sundial in office centres around the country. Throughout the day this dial simply does what it is made to do; it tells the time. However, as the sun sets, it tells you just what you need, the fact that it’s time to go home and spend time doing other things than work. At night, the sundial lights up to show our branding and remind people that it is time to go home.
This dial would only clearly be visible from high floors acting as an installation for only office workers and anyone else who might be there at the time.
IT'S A TIMEX BAND
There’s something about simple things that can’t be digitalised. Workout playlists may exist but the feeling of live music hyping you up can’t be replicated. As an antithesis to workout timed playlists, we send out different bands with curated sets to gyms across the country to help people work out. These live sets would provide people with the invigoration that they just need.
To further play on just what you need, the set that is being performed would be played differently according to the gym activity by the same band. For example, the songs would turn into folk versions for yoga and rock for CrossFit.
And some films for your reading pleasure
Athlete
We start with the sound of an alarm bell going off. We see the hand of our protagonist hit the dismiss button and get up. He quickly checks his digital watch, as we also see the screen, for the amount of sleep he got. We can see statistics of how much REM sleep he got vs. how much light sleep he got. He looks at it for a second before waving off the notification and heading into the shower. The background wall is filled with different race bibs he’s participated in. We cut to the next shot of him eating a fruit bowl mixed with some boiled chicken. Before he eats the meal we see him put it on a weight scale to get an exact idea of the weight count. He removes two pieces of sliced apples and throws them away. Next shot we see him heading into the races as he puts on his helmet for the F1 race. We see his team principal pat him on the back as our protagonist gets into the car. We have a few quick shots of him in the car jumping between the speedometer and him; we see the whiplash hitting him on sharp cuts and the rubber burning behind him as the speed climbs. We see more numbers on the dashboard- the Gs he’s experiencing, his heart rate, his acceleration, etc. We see a quick shot of a stopwatch and the team principal showing the protagonist the time he did, and he looks deeply unhappy with what time he achieved. We see him having an ice bath with an electronic meter on the side telling him the exact temperature. He enters the water with a pained expression as we see him decompress. We cut now to a few quick shots of this routine repeating. As each progressive day goes through, the speed of the day goes faster as well as the alarm clock gets louder. In these different daily cycles, we see the numbers fluctuate, some days we see him happier as the time goes down and on others we see him frustrated throwing his helmet against the wall. We see the team principal pushing him through all of this, supporting him, and driving him further to achieve more. We see them shouting at each other once and in another shot we see them hugging after a victory. Waking up, checking the sleep minutes, eating, checking the calorie count, working out, checking the calories burnt, and a few races where he looks increasingly more burnt out. We see the simple passage of time as he grows older; the ice baths become a bit more painful, the REM numbers go down and he’s simply more tired by the end of the race. We see him wake up again. He covers his face with his hands and sighs. We see him check his phone and get a notification for the press conference. In the next scene, we see him sitting in the press conference announcing his retirement as the crowd breaks into an uproar. We see him get up, smile, and move out of the room. The team principal pats him on the back and hands him a gift. We see him walk out of the building as people whisper and cheer around him. In the next shot, we see him enter the car and open the present. It’s a beautiful analog Timex watch with no statistics bothering him. He smiles and laughs. We see him remove his fit bit and put this on. We see him drive off as he puts the old watch aside. Supers Appear. Timex. Just What You Need.
Fine Dining
The film opens on a shot of a guy in his mid to late 20s at a beautiful, contemporary restaurant. A place that is probably Michelin starred, where it is not just about the incredible food, but also the experience. Our guy, wearing his Timex watch, is with a bunch of his friends. and they look eager and excited to be at this place. The dishes start to arrive, and each course is more gorgeous than the last one. A succession of dishes that come in a haze of smoke emitting concoctions, bubbles that burst with flavour in the tongues of the diners, desserts set ablaze and main courses that collapse dramatically yet beautifully when tapped on with a spoon. Each course is devoured with a delight and we can see the faces of the people as they thoroughly enjoy the meal. There are many a oohs and aahss when a waiter places plates with a flourish, or when someone sets something on fire. Each bite consumed is accompanied with the widening of eyes and the expressions tell us how great the flavour is. Many a photograph / reel / Insta live happens and we see The Timex watch subtly featured in them. Cut to them finally making their way out of the restaurant. Our protagonist quickly checks his watch as they all wait for their ubers. They hug each other and as he gets into his car and the door closes, we move to the next scene with the door opening at his apartment. He throws his keys to the side as he makes his way to the kitchen. We cut to a shot from inside the fridge as we see him pull out this greasy-looking, half-eaten, bacon cheese sandwich. He stands at the kitchen island counter and starts biting into it. With his eyes closed, we see a simple shot of delight. The cheese/sauce drips onto is leaking onto his hand and we see him remove his watch and put it aside to continue eating his sandwich without getting the grease on the watch. We see a shot of the watch on the counter and him eating his sandwich. Supers Appear Timex Just What You Need
These are the ideas that lived in a pitch doc till today.
Or at least the ones I penned down and wept over.