CHALLENGE: There’s a gap between Gen Z and Christopher Ward’s brand identity.
INSIGHT:
Gen Z view fashion as a form of authentic self expression. How can Christopher Ward become a part of that?
The luxury watch industry is known to be gendered and exclusive. Christopher Ward’s founding is rooted in disrupting these norms and leveling the luxury playing field for all without sacrificing quality and uplifting all identities.
SOLUTION:
Christopher Ward feels that luxury should be fluid -- as well as how we choose to identify ourselves. We’re using the colors typically associated with the gender binary but flipping them to represent inclusivity instead.
Copy by: Polina Silkina
Art by: Sahiti Pawar
OUT OF HOME
We’re using the display of pink and blue (the duo that has represented binary gender norms in our society) to guide this campaign.
Displaying these two colors next to each other on iconic London symbols like the double decker bus and red phone booths to get people talking.
We are joining hands with the Trevor Project, a non-profit dedicated to supporting the LGBTQIA+ community through education and activism.
