Entertainment Lions For Music > Music Craft & Composition

ROYAL OAK YELLOW GOLD

FF PARIS, Paris / AUDEMARS PIGUET / 2016

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Overview

Credits

OVERVIEW

CampaignDescription

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.

Relevancy

To honor Audemar Piguet's savoir-faire, we chose to design the narration of our advert as a complex piece of craftsmanship : a palindrome, readable backwards and forwards.

The music and sound-design follow the film’s main-concept. On a macroscale, the music and sound-design build up to 55 seconds in the film and are then played in reverse until the end. On a microscale, music and sound-design elements are used twice in an opposite way.

The listener feels that the second half of the audio is a negative imprint of the first half, while respecting the general harmony of the musical composition.

Strategy

We had to overcome a strong negative bias surrounding yellow gold in the watchmaking industry. Yellow gold has become over the years a pejorative and overwrought symbol for the pursuit of wealth and commerce.

Yellow gold equals superficial. It is the exact opposite of what makes any high-end timepiece iconic: the authenticity of the savoir-faire behind all its sophisticated mechanisms.

The shift in perception we needed to operate was clear: yellow gold was the epitome of bling, Royal Oak needed to make it authentic.

The strategic solution: link the Royal Oak Yellow Gold to Le Brassus, a village deep within the Vallée de Joux in Switzerland that is the birthplace of the brand and an integral part of its name (Audemars Piguet Le Brassus). Our land is our most authentic communications territory. Put yellow gold in perspective with Le Brassus to bring an authentic appeal to an otherwise ostentatious material.

Synopsis

In 1972, Audemars Piguet launched the Royal Oak, a model that would become the absolute icon of the brand and one of the most coveted collections within the high watchmaking industry.

In 2016, AP launched a new generation of Royal Oakwatches with 8 new models in yellow gold (4 for men, 4 for women).

The objective was simple: generate iconicity for the Royal Oak Yellow Gold. It was not just a mere reedition, it was the return of a cult hit. Therefore we had to increase brand value and drive yellow gold watches’ attractiveness.

As a main communication concept, we injected the brand’s hometown “Le Brassus” and its prodigious environment while showing the “iconic” features and outstanding craftsmanship of the Royal Oak.

The budget was around 300k€ for this worldwide campaign. The number of watches sold remains confidential.

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