TAG HEUER: Bird

CLM BBDO has rolled out a new print campaign to support the launch of the TAG HEUER Mikrograph.

A watchmaking feat, the Mikrograph is the first mechanical timekeeper to clearly display 100ths of a second thanks to a unique central hand.

The new 'Mechanism' campaign powerfully and beautifully shows the invaluable watchmaking quality and expertise of the TAG Heuer brand, based on the components of its DNA: mastery of accuracy, speed and the most complex mechanical movements.

The 'Evolution' campaign launched in 2009 already featured, through deconstruction, the exceptional items that TAG Heuer develops and which have contributed to the development of the Swiss watchmaking industry for 150 years.

This time CLM BBDO is using animal speed and accuracy metaphors to convey the know-how of TAG Heuer, the watchmaking brand that can 'seize the moment' more quickly and precisely than any other.

More than ever, the campaign draws on luxury codes to establish the brand in a new reality. The agency's aim is to support TAG Heuer's move upscale with the aim of becoming the benchmark brand in luxury with a sports spirit.

The campaign has been launched on the French market (print and outdoor), in addition to the existing Evolution and Ambassadors campaign.

CLM BBDO Paris consolidated its status as an international advertising agency headquartered in France by winning the new brand image campaign for TAG Heuer, launched in 120 countries in March 2009.