| Title | G-SHOCK BONSAI |
| Brief | This elegant time-lapse film shows what happens when a bonsai tree is allowed to grow around a G-Shock watch. Even in rugged conditions, the watch withstands the test of time and keeps on ticking. Technology and nature, fused. “Eternal time can now be in your hands.” |
| Agency | McCann Erickson Japan |
| Campaign | G-SHOCK BONSAI |
| Advertiser | Casio |
| Brand | G-SHOCK MR-G |
| Posted | November 2016 |
| Story | Since appearing as the first metal-cased G-Shock in 1996, 20 years ago, MR-G has continued to evolve along with G-Shock’s history as the brand’s premier model. To celebrate the series’ 20th anniversary, the “G-SHOCK x BONSAI” project created bonsai art pieces that embodied MR-G’s product concept. The three bonsai pieces created were each given traditional Japanese names that have been used in art pieces for centuries (“SENNENMIDORI (1,000-year evergreen)” “IWAKURA (god-dwelling stone)” and “SOKO (aged elegance)”) and symbolized a key feature of MR-G—its solar battery (for keeping time in perpetuity), water resistance, and titanium casing (for toughness that endures any environment). After a year-long production period, the finished bonsais were unveiled at the brand’s 20th anniversary event and also featured in its print advertising. The concept video shows the growth of the bonsais in time-lapse photography. Over 70,000 shots were captured and edited to create the video. The Japanese traditional horticultural craft of bonsai encapsulates the beauty and harshness of nature in a small universe and is able to keep living for centuries. In the same way, with its solar battery and titanium casing, MR-G encapsulates the technologies to keep perpetual time in its small body. What ties them together is the Japanese passion for precision and craftsmanship. Both have been represented in the watch box. |
| Problem | G-Shock is a watch series known to keep accurate time in the harshest of environments. MR-G is its premier model and has continued to evolve along with the brand’s history. Celebrating its 20th anniversary this year, MR-G has been made even tougher, with features that include a titanium casing, solar battery, and 300m water resistance |
| Media Type | Television |
| Executive Creative Director | Isamu Nakamura |
| Creative Director | Keiichiro Takahashi |
| Art Director | Keiichiro Takahashi |
| Copywriter | Isamu Nakamura |
| Director | Satoshi Onda |
| Photographer | Yuji Uenoyama |
| Production Company Producer | Motoi Fujiwara |
| Production Manager | Toru Hara |
More Work
SEE ALLG-SHOCK BONSAI 2
- BRAND:
- G-SHOCK MR-G
- AGENCY:
- McCann Erickson Japan
G-SHOCK BONSAI 1
- BRAND:
- G-SHOCK MR-G
- AGENCY:
- McCann Erickson Japan