Citizen has launched ‘Better Starts Now,’ a new global brand campaign.
Created in collaboration with Wieden+Kennedy, ‘Better Starts Now’ is designed around the idea that it is always possible to make something better and now is the time to start doing it.
“We believe ‘better’ and ‘now’ are both infinite, and that there is always a next ‘better’ and a new ‘now’ in which you can start pursuing it,” Citizen said in a press release.
“It was clear from the onset of this project that we are dedicated to this ideal”¦ not to the past, but to the present, and all the ways we can improve it.”
The campaign includes a new global Citizen brand movie, identity, and website. The movie takes place at a single Citizen workstation and highlights the company’s design innovations over the years. Crews shot the movie using a camera appropriate for the year in which the innovation is being portrayed—from historical black and white footage taken on a 1930’s hand-cranked 35-mm model to the saturated footage of a 1980’s VHS.
‘Better Starts Now’ will be integrated in all markets globally, as well as major sponsoring events, such as the U.S. Tennis Open and the World Figure Skating Championships.
