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
Credits:
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
Got a tip?
topics
Eric van der Griend
Matt Nankivell
Moonsail
Paul Coghlan
Sam van der Griend
Watches of Switzerland
