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A musical ad campaign by luxury Swiss watchmaker RAYMOND WEIL Genève hit over 140,000 views in its first 10 days. The brand film, ‘Precision Is My Inspiration,’ compares the craft of watch-making to the art of composing music.
Artistically shot pictures are complemented by Mozart’s Piano Concerto No.21. The film opens with a piano and hand-written music sheets, then proceeds on to introduce the RW watch. Viewers are shown a smooth-flowing process of how the watch is made, while the soundtrack continues to exude an calming and elegant ambiance.
A representative for RW states, “the music universe so dear to the brand.” This campaign sticks because it has found a way to incorporate or collaborate with a new concept that is outside of the brand’s realm of expertise. The brand understands the image it is trying to portray: classic, elegant and precision-focused like Mozart’s compositions.