Audemars Piguet and Publicis Luxe introduce ‘A Journey Through Time’ to celebrate 50 years of the brand's iconic Royal Oak

Posted on 2022 Apr,22 | By ArabAd's staff

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A new campaign from Publicis Luxe for Audemars Piguet, was created for the 50th anniversary of the brand's flagship model, the Royal Oak. The 59 second (it is a watch brand, after all) film takes the audience through the intervening decades, playing off the watch's famous octagonal design.

Picasso said "it takes a long time to become young" - Since its launch on April 15, 1972, the Royal Oak, the flagship model of luxury watch brand Audemars Piguet, known for its trademark octagonal design, has been a symbol of audacity, a refusal to capitulate, and the freedom of spirit felt by those driven by the impulse of youth. Today, even with constant innovations and ever-changing aesthetics, the Royal Oak is a symbol that has stood the test of time by remaining “forever young”.

To honor the 50 years of continuous innovations to this iconoclast turned cultural icon, Publicis Luxe has created an immersive journey into the heart of the cultural trends that have shaken up and enlivened the fields of contemporary art, architecture, design, music and more from 1972 to almost tomorrow.

‘A Journey Through Time’ film has meticulously reconstructed the pop cultural iconography of each decade, using the Royal Oak's iconic octagonal design as a point of passage.

The campaign was conceived as an aesthetic experience and was deployed as a 360-degree campaign, which also included billboards celebrating the purity of the design and the icon’s octagonal shape; 3D event screens around the world, including Piccadilly, Time Square, Changdu, and Dubai; social media through an editorial campaign, still lifes, and 3D Instagram filters; retail store design and pop-up stores.

These elements help to illustrate Audemars Piguet's ability to transcend the ages, making the Royal Oak a cultural and design icon forever in tune with the times.

The media campaign launched worldwide on April 15, 2022.