CHASING HORIZONS was a unique stunt to raise global awareness for Citizen and drive purchase consideration for the launch of the brand’s most innovative product ever – the Satellite Wave F100.

With limited budget we needed to reach new and existing watch-lovers around the globe. While most watch brands create advertising heavily reliant on celebrity endorsements or slow-motion CGI watch-porn, we decided to physically test the Citizen F100 in a stunt that would accomplish three things:

- Demonstrate the functionalities of the F100 watch

- Achieve global attention for Citizen

- Form the basis of Citizen’s first global advertising campaign in the brand’s 84-year history.

The main function of the F100 is simple - no matter where you are on Earth the watch adjusts to the current time zone in three seconds.

Inspired by this, we set out to prove that time can be cheated…

In a precisely planned window of time in late February, when the days were still long but before the Polar Days of March see the sun no longer set, Roberts and Nicol set off from Reykjavik, Iceland. Flying through a new time zone each hour, Roberts photographed the setting sun while the F100 adjusted back to ensure they were living in the same hour.

We captured the mission in the mini documentary CHASING HORIZONS, and the series of sunset images (taken at the same hour, same minute, on the same day) were translated to OOH, print, POS and digital executions.

In the end, we stole a night from the planet.

The story was featured on leading science, consumer, photography and watch media outlets around the world. Even Discovery Channel aired our mini documentary on its global primetime show - ‘Daily Planet’.

In the first few weeks CHASING HORIZONS:

- Received nearly 5 Million views

- Earned global reach of over 360 million

- Drove 140,000+ unique visits to Citizen’s ‘Better Starts Now’ website

- Raised awareness for Citizen and the F100 across the globe

All it took was proving that time can be cheated.