TAG Heuer Connected / Super Mario: Super Mario Watch

HYPEMAKER EMEA, the cultural creative agency within the Hypebeast Group has produced its 2nd campaign for TAG Heuer's Connected Watch category for the launch of the limited edition collaboration with pop culture icon Super Mario. HYPEMAKER partnered with the brand on a creative campaign concept and sell-out strategy that would merge the world of luxury watches with the ever-growing gaming industry, marrying their influences into one. The joined forces between TAG Heuer and Super Mario resulted in a timepiece that adds new excitement to both the watchmaking and gaming world, which after release on July 15th sold out within 10 minutes of launch. The campaign sees worlds collide; bringing the iconic power-ups of Super Mario into the performance driven world of TAG Heuer, resulting in an unexpected and visually enticing campaign. Throughout the hero film, we follow the different stages of progression from 0 to 100, completely unique to the Super Mario Connected Watch. The result is a bold, playful and truly energetic campaign, making you feel the thrill of progress from the very first moment.