TAG HEUER CARRERA - The brief
TAG Heuer is a statement brand within the luxury market. With a growing interest from younger generations, the brand tasked us with bridging the gap between refined heritage & modern style.
The Insight
The style and quality of La Carrera has lasted over 160 years, but now that same luxury look is being adopted by a new generation of affluent influencers, who combining the culture of streetwear with high end products to create the new aspirational style of today.
The Solution - Keep it Carrera
Introducing Keep it Carrera; a campaign to show our audience Tomorrow's luxury look. We drove the desirability of TAG Heuer Carrera watches, working with a new era of style pioneers to highlight how they were incorporating the watch into their exclusive looks. Ultimately we showed how social media's most fashionable have fallen in love with the Carrera collection. We brought this campaign to life by collaborating with the affluent influencers capable of setting trends and defining a new approach to high-end products. To translate the heritage brand into a tone that would resinate with a younger audience, we applied a fresh art direction to the content. Pulling inspiration from modern fashion content and bringing it together with luxury warmth and soft lighting. The campaign drove desirability of TAG Heuer Carrera watches, by showing how some of the most fashionable influencers on social media have fallen in love with the Carrera collection & shaped their style around the aspirational product.
