Design a narrative that remains true to both Vacheron Constantin and the sentiment of Ramadan, in a manner which unravels as time passes, to intrigue our audience and leave them craving for more. All whilst ensuring our content tastefully showcases the Vacheron Constantin product offering.
Like rain pouring on the earth, Ramadan comes with streams of meanings and emotions that evoke deep and thoughtful thinking in individual’s minds and souls. With their hearts yearning to start afresh, they focus their attention on the things that truly matter, spending time with loved ones and reigniting their spirituality.
Built around Arabic proverbs which evoke emotions of purity, thoughtfulness and self-discovery, the campaign centered on three main concepts; ‘Every sun has to set’, ‘For you, a thousand times’ and ‘Time is made of gold’, with each metaphor representing a unique moment in time.
With a three-part series, the campaign sees one man’s journey from self-reflection with the Fiftysix blue dial moon phase (‘Every sun has to set’), to traveling treacherous waters for his true love featuring the Overseas collection (‘For you, a thousand times’) and honoring tradition with his new family alongside the Patrimony blue dial retrograde day-date and Traditionnelle moon phase (‘Time is made of gold’).
EVERY SUN HAS TO SET
The first part of the story focuses on the concept of self-reflection throughout the month of Ramadan. The glittering sunset signals towards the time of breaking fast, where individuals reflect on their physical and mental doings of the day.
FOR YOU, A THOUSAND TIMES
This proverb in Arabic represents the extra mile an individual is willing to go for those they care about. For a lover, a friend, or a stranger, Ramadan is a time to give back and go above and beyond to ensure their safety, comfort and security.
TIME IS MADE OF GOLD
Finally, the series concludes on the notion of time is gold. The time we spend with our loved ones is the most precious, and often the most fleeting, therefore inviting individuals to put in that extra time to spend with family, friends and those we care about, because time is as precious as gold.
The campaign aimed to go beyond traditional Ramadan messaging and invoke thoughts and emotions in our audience, to center them around what is most important during this spiritual time. Additionally, Vacheron Constantin is known for their one of not many timepieces. In combining heritage and tradition with modern innovation, we found a way to harmonize the Vacheron Constantin values with those of Ramadan and evoke the true spirit of Ramadan.