Vacheron Constantin Jewelry, Watches & Eyewear Advertisement Dubai, AE May 2019

To celebrate the holy month of Ramadan, we created a campaign which embraced the spirit of the month whilst tastefully showcasing the Vacheron Constantin product offering. Built around Arabic proverbs which evoke emotions of purity, thoughtfulness and self-discovery, the campaign centered on three main concepts; ‘Every sun has to set’, ‘For you, a thousand times’ and ‘Time is made of gold’, with each metaphor representing a unique moment in time. With a three-part series, the campaign sees one man’s journey from self-reflection with the Fiftysix blue dial moon phase (‘Every sun has to set’), to traveling treacherous waters for his true love featuring the Overseas collection (‘For you, a thousand times’) and honoring tradition with his new family alongside the Patrimony blue dial retrograde day-date and Traditionnelle moon phase (‘Time is made of gold’). The campaign aimed to go beyond traditional Ramadan messaging and invoke thoughts and emotions in our audience, to center them around what is most important during this spiritual time. Additionally, Vacheron Constantin is known for their one of not many timepieces. In combining heritage and tradition with modern innovation, we found a way to harmonize the Vacheron Constantin values with those of Ramadan and evoke the true spirit of Ramadan.