For the 60th anniversary of the Tag Heuer Carrera, the challenge was to make a strong impact and change the perception of the new generation, bored by the luxury market and its ultra-traditional codes based on craftsmanship and heritage.

Our strategy was to merge the Carrera's heritage with pop culture by creating an ultra-entertaining format far from traditional advertising films. We designed a short film "The chase of Carrera" in partnership with Ryan Gosling, the brand ambassador, and David Leitch, the renowned author of action films such as John Wick, Deadpool 2, and Bullet Train, with the watch as the trigger of the whole story. This short film resonated completely with the codes of the new generation by taking them on an adventure filled with action, stunts, and a touch of humor. The spot was broadcast worldwide on social media, digital platforms, and outdoor advertising.

• Social Media : 60M views on YouTube in the first week & +83% following on Instagram.
• Website : +50% visits on product pages.
• On people : +20% in purchase intention & +12% are more likely to recommend Tag Heuer.