Citizen had been telling people Eco-Drive watches are “powered by light, any light” for 50 years. Super cool message, right? Yet it wasn't sticking.
So, how did we change that? By focusing our message on the “any light” part and going all-in on just what that means. So there would be no way our audience could forget just how cool Eco-Drive technology is.
OLV: Longform
Of course, long form isn't all we've got. We cut this baby down into all sorts of forms.
OLV :30
OLV :15
OLV :06
"LEGACY OF LIGHT" DIGITAL ACTIVATION
During Earth Month, we invited people to become part of our "Legacy of Light"--with every Eco-Drive purchase helping our digital sculpture grow brighter. The digital lights within the sculpture represent the actual lights Citizen donated to Unite to Light, a charity that brings solar LED lights to communities in need around the world.
Thank you to The Barbarian Group for bringing our idea to life in such a beautiful way on the Eco-Drive Earth Month microsite.
