Cannes Lions

ROYAL OAK YELLOW GOLD

FF PARIS, Paris / AUDEMARS PIGUET / 2016

Case Film
Film
Supporting Images
Case Film
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Overview

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Credits

Overview

Description

Yellow gold, the purest symbol of luxury, meets Royal Oak, the greatest icon of Audemars Piguet’s savoir-faire. For more than a century, Audemars Piguet has been famous for its incredible craftsmanship, creating the most sophisticated watch complications and focusing on constant improvement and innovation.

When high-end luxury-watchmaking meets the most iconic symbol of luxury, a perfect match is brought to life. To honor Audemars Piguet's famous savoir-faire, the narration itself was designed like a complex piece of craftsmanship : a palindrome, readable backwards and forwards.

The narrative structure builds a innovative parallel between the watch’s materials and design and the brand’s hometown “Le Brassus” and its prodigious environment. The viewer can discover how yellow gold on one side, and the mechanism on the other side, evolve to become the most exceptional watch, before going back to their initial states.

Execution

The film is a perfect visual and musical palindrome. A palindrome is a sequence whose sense is maintained when read or played forwards and backwards.

The new collection of Royal Oak watches glows with the solar energy of yellow gold, the universal emblem of beauty, energy and light.

The screen is split vertically into two halfs:

The left side shows the stages yellow gold goes through to become a splendid case for the watch’s mechanism.

The right side shows the power of the Valley’s natural environment and the passion, precision and savoir-faire needed to create the watch’s mechanism.

Throughout the film, both sides of the screen perfectly match. For one unique moment, both screens join: the Royal Oak Yellow Gold is finally born.

The sense of reading in the advert is then reversed, allowing the spectator to follow the Royal Oak and the golden material back to their origins.

Outcome

The campaign was launched on February 1st on the brand’s website and social platforms. The film was a great success with over 3 million views on Youtube and 1 million people reached on Facebook. 6 teasing post were published on Instagram, generating up to 8,000 likes for a single post.

Users were then driven to the site where an interactive experience extended the story around the launch of the new products.

The campaign generated very positive feedback on social platforms followed soon by excellent sale numbers for the brand.

The campaign is currently displayed all over the world in all of Audemars Piguet’s boutiques and point of sales.

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