Wieden+Kennedy’s ‘Better Starts Now’ campaign for Citizen Watch Co launches globally

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CITIZEN_BetterStartsNow.jpgWieden+Kennedy’s  Tokyo and Amsterdam offices have created the first global brand statement for Citizen Watch Co ‘Better Starts Now’.

Better Starts Now is the simple belief that, no matter who you are and what you do, it is always possible to make something better – and now is the time to start doing it.

The brand movie was shot by legendary Dutch filmmaker, Johan Kramer and takes place at a single Citizen workstation. Using the correct camera for the year and innovation being portrayed – from historical black and white footage, shot on a 1930’s hand-cranked 35mm camera, to the saturated footage of a 1980’s VHS camera – the essence of Better Starts Now in each time period was brought to life.

BETTER STARTS NOW.jpg“Better and now are both infinite. There is always a next ‘better’ and a new ‘now’ in which you can start pursuing it.” Michael Farr, Executive Creative Director at Wieden+Kennedy Tokyo said, “It was clear from the onset of this project that Citizen are dedicated to this ideal… not to the past but to the present, and all the ways they can improve it” To help communicate this belief to the world we have created a new global Citizen brand movie, brand identity and brand website that represents the Better Starts Now philosophy.

Citizen Watch Co was founded in Tokyo in 1930, and dedicated it’s name to the new generation of Japan. A generation that wanted to change things for the better. A generation that believed that now was the time to do it. A lot of time has passed since then but the company still sees the world as a work in progress, a place to be improved, and that every ‘now’ can set them on the path to something special.

Better Starts Now will be used in Citizen stores around the world, including the new flagship

store in Times Square, New York, opening in November 2014. It will also be featured at major sporting events sponsored by Citizen, such as the US Tennis Open and the World Figure Skating Championships.