“A Smart Watch and A Half”
Scholz & Friends and IWC Schaffhausen send watchmaking legend to a smartwatch store.
For fans of watchmaking craft, he is a true legend: IWC watchmaker Kurt Klaus. The Perpetual Calendar he developed is considered one of the art’s most sophisticated complications.
As part of an online video campaign for Swiss luxury watch manufacturer IWC Schaffhausen, the 85-year-old watchmaker visits a smartwatch store for the first time.
“With this campaign, we wanted to address technologically minded individuals in particular and show them how the ‘smartness’ of the purely mechanical IWC Portugieser Perpetual Calendar has no need to take a back seat to the so-called smartwatches – rather the opposite, in fact,” explains Jörg Waschescio, Creative Director at Scholz & Friends Berlin. “In the end we leave it up to the viewer to decide for themselves what they consider to be truly ‘smart’.”
The three spots focus on topics like the update cycle, battery life and user-friendliness.
The campaign will be launching worldwide and will be supported by OOH motifs.
Watch Episode 1 – Power Reserve
Watch Episode 2 – Updates
Watch Episode 3 – UX
Agency: Scholz & Friends
Managing Director: Robert Krause
Creative Director: Jörg Waschescio
Account Director: Janin Brauer
Copywriter: Alannah Stritch
Art Director: Nathalie Poets
Agency Producer: David Voss
Agency Editor: Daniel Klessig
Director: Fabian Möhrke
Producer: David Steinberger
Editor: Stefan Peters
Grading: Nadir Mansouri
Original sound: Nikolas Mühe
Sound design: Julian Cropp
Global Head of Advertising, Media and Digital and Brand Communication: Maurice Moitroux
Strategic Brand Planner: Tom Scheuring
Project Management: Caroline Spoerry, Patricia Kas
CMO: Franziska Gsell-Etterlin
Scholz & Friends wins 11 trophies at the London International Awards 2019 and is the best German agency: 4x Gold, 4x Silver, 3x Bronze, 5x Finalist. Scholz & Friends was also the best German agency at the Cannes Lions 2019 and the Clio 2019.read more
The jury at this year’s Clio Awards gave the Tampon Book by Scholz & Friends and The Female Company five gold awards, three silver awards and shortlisted it. No other campaigns in the world came away with more gold and silver awards at Clio 2019.read more
Scholz & Friends secured the top position in a ranking of the best Germany agencies at Cannes Lions. With nine Lions plus 17 shortlist places and thus a total of 36 points, the agency finished the festival week leagues ahead of the pack. As a particular highlight, the agency’s The Tampon Booknabbed the first Grand Prix in the PR category for Germany in the history of the festival.read more