Moonsail reveals agency’s first campaign for Watches of Switzerland

Moonsail has launched its first major integrated campaign for Watches of Switzerland, a boutique retailer of luxury watches, launching the retailer’s first advertising campaign and new brand platform ‘A Devotion to the Extraordinary’.

Moonsail is a Perth-based independent creative agency which was founded by creative partner Paul Coghlan and creative partner Matt Nankivell in April 2021. Coghlan was previously the chief creative officer at Clemenger BBDO’s Marketforce and Nankivell was previously the global head of art in Ogilvy’s London office.

In the 60-second spot, a montage is shown of the type of people who wear Watches of Australia watches – from people raising their families to those seeking to solving climate change to people inventing new industries. The spot ends with the line: “these extraordinary people who walk through our doors deserve extraordinary”.

Coghlan said: “The level Watches of Switzerland goes to in looking after their clients – some of whom have been with them since 1997 – has, and continues to, set the bar for the industry. For the creative process, we went further and hypothesised that people who can afford luxury watches – their clients – generally have harboured some form of success through their own passion and hard work – they are extraordinary in their own right.”

Nankivell commented: “What surfaced was perfect – neurosurgeons, environmental scientists, millennial entrepreneurs, mothers leading major international businesses while raising their children, and so many more. Celebrating these extraordinary people was a compelling and truthful way to clear space from typical category norms, while anchoring the work firmly in the business’ DNA.”

Watches of Switzerland’s managing director, Sam van der Griend, said: “The new campaign is all about the people who make our family business such an amazing organisation. We wanted to create something that is genuine and authentic; that recognises our clients for the extraordinary people they are, and the devotion our staff show them by providing the highly regarded level of customer service and recognition they deserve.”

Watches of Switzerland Australia founder and chairman, Eric van der Griend, added: “This is the first time that Watches of Switzerland has embarked on an advertising campaign celebrating our clients and our core value of offering outstanding service. 2022 is our 25th year and we look forward to implementing this campaign across our digital platforms and external sites to kick off the celebrations. The creativity of Moonsail has been inspirational – “devotion to the extraordinary” encapsulates the WOS mission statement.”

The campaign launches today, 28 October, and is on BVOD, digital out-of-home and display. There are also 10-second and 30-second cuts of the campaign.

Nankivell is in London currently, having worked on the campaign remotely, and is anticipated to be back in Australia next week.

Other clients of Moonsail include Artisan Brewery, Rocky Ridge Brewery, Bombak Gin, Aromatherapy Lab, Margaret River Roasting Company, WeRide and others.

Some of the campaign’s assets


Watches of Switzerland

Chairman – Eric van der Griend

Managing Director – Sam van der Griend

Marketing Manager – Jun Lee

Production: Sandbox

Director – Matsu

EP – Jenny Crabb

Set Producer – Maria Elena Amatulli

Production Manager – Dumi Mashinini

DP – Lewis Potts

Editor / Colourist – Denzil Heeger

VFX – Paul Siciliano

Music Composition – Brian Kruger

Sound Design / Audio Post – Soundbyte

Sound Engineer – Brad Habib

AC – Dan Stone

Production Designer – Sally Phipps

Gaffer – Dion Borrett

Best Boy – Nick Valentini

HMU – Courtney Therry

Talent Agent – Vanda Schijf, Chadwicks

Media: Initiative

Strategy – Luke O’Sullivan

Campaign Executive – Ryan O’Connell

Media: Matterkind

General Manager – Michael Whiteside

Agency: Moonsail

Creative Partner – Paul Coghlan

Creative Partner – Matt Nankivell

Account Director – Juliet Coghlan

Senior Producer – Gemma Kay


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