Brief: To develop a film series to maximise Audemars Piguet's brand ambassadors and embody the brand proposition - ‘to break the rules, you must first master them’.
Our Response: We created the Defining Moments series, exploring the stories behind sporting legends such as Sachin Tendulkar, Leo Messi and LeBron James; iconic moments where they broke with convention and steered by their own lights. The global series was filmed on location around the world.
Outcome: The series has been the brand’s most successful online content, reaching new audiences through earned media and communicating the brand's values in an authentic and engaging manner. The series has worked hard for the brand, with assets used across digital channels, cinema screenings, in store and at trade shows.