Title | Citizen of Light |
Agency | Tugboat |
Campaign | Citizen of Light |
Advertiser | Citizen Watch Company |
Brand | Citizen |
Posted | November 2008 |
Business Sector | Watches |
Story | The spot is developed to brand the watchmaker through their technology "Eco-drive". This technology enables the watch to energize from not just solar power but any light from as little as "5 lux", which is just as bright as a lightning bug. The challenge was, how can we symbolize the technology when people will have no idea how little "5 lux" is from the number. |
Media Type | Television & Cinema |
Length | |
Market | Japan |
Creative Director | Yasumichi Oka |
Copywriter | Yasumichi Oka |
Agency Producer | Runako Satoh |
Producer | Hiroyuki Taniguchi |
Production Manager | Noriko Hoshino |
Director | Shinya Nakajima |
Director of Photography (DOP) | Bishin Jumonji |
Photographer | Shinichiro Nakajima |
Producer | Yoshifumi Sadahara |
Editor | Yoshinori Makino |
Editor | Tsutomu Miyazaki |
Music | Backslash |
Music | Yoshiki Tan |
Media Rep. | Daiko Advertising Inc. |