When Citizen Watches decided to build their new flagship retail store in the heart of Times Square, they set their sights on a customer experience that would amaze and inspire all visitors, foreign and domestic. They came to us for a fresh take on an interactive guestbook... they came away with a retail brand strategy and a global campaign for all seasons.
What does a World Citizen look like? Our aim was to tap into the pride universally felt for flag and country, while maintaining an impossibly utopian uniformity. We crafted a style that, though undeniably western, graced the form of citizens from every corner of the globe. The final unifying element is itself the perfect world-travelling companion, a finely crafted Citizen timepiece.
To travel in style... is to float. Capturing this was challenging, and a lot of fun. Any and all dance training and athleticism our models possessed were employed to achieve the effect.
Citizenship has its rewards. The experience begins by allowing you to take a photo which is used to create your passport. Then, choose a destination and you’re off to see the world as a new World Citizen Ambassador.
wish You were here
An experience worth having... is worth sharing. Upon completion, a digital postcard is sent to you to save or to share on social channels and your friends are invited to experience it for themselves either in-store or on the web.
Competing for attention in the heart of Times Square isn’t easy. The World Citizen experience proved to be quite a head-turner, and when people interacted with it and saw their faces on a New York City billboard... the response was pure delight.
If seeing this project grace the beautiful Citizen storefront and the Times Square crowd’s reception wasn’t enough, this made us even happier.