Christopher Ward wants to resonate with Gen Z as a purpose-driven watch brand. So we leaned into the one thing Gen Z gets accused of never having: their sh*t together. Watches signal maturity and discipline (words rarely used for Gen Z). We built a campaign around that tension. Showing time not as something to chase, but something to compose.
Brief: Position Christopher Ward as a purpose driven watch brand that resonates with Gen Z.
CW: Anna Roberson
AD: Keto Barbakadze
Mentor: Kam Phullar
CW: Anna Roberson
AD: Keto Barbakadze
Mentor: Kam Phullar
Time is yours to compose
To spark anticipation and reflection, we launched a ten-day social countdown inviting people to rethink their relationship with time.
At the end of the countdown we took over Big Ben, turning a symbol of rigid timekeeping into a canvas for reinterpretation. Through projection mapping, we distorted its face to reflect how time can feel when it controls us. Chaotic and relentless. Then we projected the phrase “Compose Your Time”.
To boost social engagement for Composing Time, Christopher Ward partners with Berlin-based photographer Anton Hangschlitt. Best known for his intimate, atmospheric work, Hangschlitt creates cinematic reels of London, crafted specifically for the campaign and set to emotional scores.
In the heart of London, Christopher Ward installs public clocks. Each one shows a prompt with a QR code for the public to respond.
The best entries get printed in a limited-edition Christopher Ward coffee-table book: "Composing Time: A Collective Journal of Modern Timekeepers." A poetic anthology of public thoughts curated by the brand.