The process began with THANK YOU collaborating with renowned British photographer, Rankin, to seize captivating lifestyle photos befitting the Swatch brand. 3D assets of the watches were then created; enabling the watch to be shown from any angle, and easily customized. To best showcase the product and its ties to both the brand’s origins and evolution, a DNA strand was selected as the key visual element for the campaign. After determining the ideal means of executing the idea in 3D, the key visual afforded great variety and reuse potential. Simply changing the colour combination of the watches being used in the DNA strand, or showing the strand from different angles, kept the concept fresh.

As for customization for target markets, this was easily achieved thanks to the creation of distinct design elements that could stand on their own: the key visual, product shots, and lifestyle photos. This allowed THANK YOU to effectively create templates for a variety of scenarios including designs for brochures, catalogs, merchandise, and urban display. In addition, the branding solution that Swatch implemented in their stores enabled THANK YOU’s concept to become a quick, dynamic, customizable reality. The success of the Colour Codes campaign paved the road for further exciting projects with Swatch. THANK YOU had become a friend of the brand and looked forward to building on the strong and healthy relationship.