In April 2020, the world had literally stopped because of Covid-19. Entire nations were confined to their homes. Many people felt in jail. And some were craving for going out and socializing again, at their own risk (and others’).

As we are a brand that has always been living by the motto “Don’t crack under pressure”, we could not abandon anyone in these tough times.

The first, major goal was to keep everyone safe.

As each day felt longer at home, a secondary objective was to help people spend a better time at home, despite these dark circumstances.

The last one was to find smart ways to provide financial support to the World Health Organization.

We used what is most sacred for a brand: our logo.

We turned it upside down and instantly changed it into more than a house shape: a safety sign.

Underlined by a clear and simple message : Stay Home.

This safety message was relayed by our stores, our ambassadors, our F1 drivers. So none of our fans, followers and customers would miss it.

Then we created tons of various content to make time “go faster” at home : family activities, creativity contests and even fitness coaching by “Thor” himself (starring Chris Hemsworth, who gave a lot of his own personal time).

And in order to raise funds, we created a special luxury edition: the TAG Heuer “Stay Home” watch, whose all profits went to the WHO.

We did not want to only talk to our fans, followers and customers, even if it was easier for us to target them. When it comes to a pandemic, you have to talk to everyone.

That is why we used such a simple call to action: Stay Home. Which was the most important safety measure, to be told and told again in order to save lives.

But we made it our way. By leading example and changing our logo into a safety sign on every possible medium, from a F1 helmet to the front of our stores.

Nevertheless, we were conscious that saying “Stay Home” was not enough. So we also used our visibility as a worldwide brand to help as much as we could. And to do so, we created content for everyone, may they be interested in sport, watches, design, or only Chris Hemsworth’s muscles and smile.

The campaign was imagined during the first lockdown in March 2020 on Instagram (post published on March 25, 2020)

We reversed the TAG Heuer shield-shaped logo in order to turn it into a house. We wanted to create a meaningful symbol to support people and allow them to stay at home while occupying them with activities, challenges and video content (ambassadors interviews & brand savoir-faire). A unique watch was also created and auctioned to support WHO against the COVID-19 crisis

The first video (showing the upside down logo) was seen more than 500,000 times in 48 hours.

+200% of views for every content with the “Stay Home” logo.

Tens of thousands of positive messages.

Profits generated worldwide by the sales of the Special Edition entirely went to WHO.