Swatch “New Gent” II
Working closely with Swatch, THANK YOU introduced New Gent II, the bigger, bolder, more provocative alter-ego to classic Swatch Gent. Using punchy colours, stark contrast and strong lines, the campaign definitely makes a statement: Swatch is a one-of-a-kind company.
THANK YOU emphasized this fact with a striking, lasting, ad campaign.
THANK YOU emphasized this fact with a striking, lasting, ad campaign.
Magazine Ads
Around the World
Booklet
Implementation in New York subway
Behind the Scenes
Swatch “New Gent” I
How to best showcase a classic? Create a sense of connection and longing for what it inspires and provides. Seeking evocative lifestyle shots, THANK YOU partnered once again with celebrated photographer Rankin. Graphical lines around the wearer’s head were chosen as the key visual: referencing both the distinctive feature of the New Gent (its large graphical clock face) and identifying that wearer as an enlightened style icon.
In this role, the wearer is always in control — when still, the wearer’s calm and wise attitude is reflected in the lines’ subtle movement; when driven to action the lines break apart or come together at the wearer’s dynamic will. Adding to this in the TV commercial, the balance of stillness and vibrant action further highlights a sense of time, movement and travel that audiences can relate to.
Learning from the DNA campaign, the grid and the overall approach put in place for the Colour Codes campaign were further refined, which contributed to time saving, flexibility and scalability of the assignment. In addition to the new TV commercials, templates for magazine ads, booklets, billboards, in-store branding and vehicle wraps were also created.
Learning from the DNA campaign, the grid and the overall approach put in place for the Colour Codes campaign were further refined, which contributed to time saving, flexibility and scalability of the assignment. In addition to the new TV commercials, templates for magazine ads, booklets, billboards, in-store branding and vehicle wraps were also created.
TV commercial
Magazine Ads
Around the World
Behind the Scenes
