Moonsail unveils the agency’s first campaign for Watches of Switzerland
Moonsail has launched its first major integrated campaign for Watches of Switzerland, a boutique retailer of luxury watches, launched the retailer’s first advertising campaign and launched the new brand platform ‘A Devotion to the Extraordinary’.
Moonsail is an independent creative agency based in Perth, founded in April 2021 by creative partner Paul Coghlan and creative partner Matt Nankivell. Coghlan was previously Chief Creative Officer at Clemenger BBDO’s Marketforce and Nankivell was previously Global Head of Art in Ogilvy’s London office.
The 60-second commercial features a montage that shows the kind of people who wear Watches of Australia watches – from people raising their families to those who want to solve climate change to people who invent new industries. The spot ends with the sentence: “These extraordinary people who walk through our doors deserve the extraordinary”.
Coghlan said: “The level that Watches of Switzerland takes in serving its customers – some of whom have been with them since 1997 – has and sets the bar for the industry. For the creative process, we went further and hypothesized that people who can afford luxury watches – their customers – have generally had some form of success through their own passion and hard work – they are extraordinary in themselves. “
Nankivell commented, “What came to the surface was perfect – neurosurgeons, environmental scientists, millennial entrepreneurs, mothers who ran large international companies while raising their children, and many more. Celebrating these extraordinary people was a convincing and truthful opportunity to make room for typical category norms and at the same time to anchor the work firmly in the company’s DNA. “
Watches from Switzerland’s managing director Sam van der Griend says: “The new campaign is all about the people who make our family business such a great organization. We wanted to create something that was real and authentic; This recognizes our customers for the extraordinary people they are and the dedication our employees show them by providing the highly regarded customer service and recognition they deserve. “
The founder and chairman of Watches of Switzerland Australia, Eric van der Griend, added: “This is the first time Watches of Switzerland has launched an advertising campaign that celebrates our customers and our core value of providing excellent service. 2022 is our 25th year and we look forward to running this campaign to kick off the celebrations on our digital platforms and external websites. The creativity of Moonsail was inspiring – “Dedication to the extraordinary” embodies the WOS mission statement. “
The campaign starts today, October 28th, and can be seen on BVOD, Digital Out-of-Home and Display. There are also 10-second and 30-second cuts of the campaign.
Nankivell is currently in London after working remotely on the campaign and is expected to be back in Australia next week.
Moonsail’s other clients include Artisan Brewery, Rocky Ridge Brewery, Bombak Gin, Aromatherapy Lab, Margaret River Roasting Company, WeRide, and others.
Chairman – Eric van der Griend
Managing Director – Sam van der Griend
Marketing Manager – Jun Lee
Director – Matsu
EP – Jenny Crabb
Set producer – Maria Elena Amatulli
Production manager – Dumi Mashinini
DP – Lewis Potts
Editor / Colourist – Denzil Heeger
VFX – Paul Siciliano
Music Composition – Brian Kruger
Sound design / Audiopost – Soundbyte
Sound engineer – Brad Habib
AC – Dan Stone
Production Designer – Sally Phipps
Gazer – Dion Borrett
Best boy – Nick Valentini
HMU – Courtney Therry
Talent Agent – Vanda Schijf, Chadwicks
Strategy – Luke O’Sullivan
Campaign Manager – Ryan O’Connell
Managing Director – Michael Whiteside
Creative partner – Paul Coghlan
Creative partner – Matt Nankivell
Account Director – Juliet Coghlan
Senior Producer – Gemma Kay