Understanding that certain early notions need to be in place well before eternal love and in line with Longines’ Ambassador of Elegance – we created “The Gift" starring Eddie Peng in  in Chantilly, France,  “Courage" starring Lin Chi-lin in Shanghai, and returning to the romantic capital of Paris - starring Zhao Liying, “Conviction”. In this road to love, a sincere spirit and bold expressions are mere beginnings. As the saying goes, it’s easy to fall in love, but harder to live in harmony with its flames – how to persevere with this love is still the most critical. As such, in 2018, we decided on “Conviction” as theme. In elevating love to greater heights, the perseverance of our love for our partner through think and thin is what makes this romance lifelong. The solid and steady character of Longine’s brand ambassador Zhao Liying then becomes the perfect choice for this presentation of a persevering love within the framework of everyday unpredictabilities.

Result

Continuously building the definition of Longines’ love and portraying this love to consumers creates a connection between them and emotional expression. At the same time, in this momentum of love expression, particularly during the Chinese Valentine’s Day, Longines emerges as a brand that really leaves its mark.

Watch The Gift here.

Watch Courage here.

Watch Conviction here.

Background

Longines –  An iconic luxury timepiece brand, Longines hopes to incite a unique attitude of love on Chinese Valentine’s Day. BEAMY has seen Longines through three consecutive Chinese Valentine’s Day, to compose the harmony of love’s overture. 

Challenges

The Chinese Valentine’s remains an important day of commerce across China, with brands putting out love-themed publicity. Standing out amongst the plethora of brands, especially within the category of luxury timepieces, and establishing this Longines’ unique expression of love, is the critical challenge.

Solution

Romance for eternity; Longines Harmony: This has been Longines’ definition of love, while elegance underscores the brand’s tonality. With Longines definition of love as the point of departure, we used a love story that is both accessible while bundled in meaning to convey Longines’ brand of love to consumers. Building on the cultural insight that consumers “change” rather than “mend”, choosing to discard or change something once it is broken rather than repairing and continuing to utilize things, we made this linkage to young consumers’ ideals of  love. The uncertainties and changes in love, in anticipating true love and eternal love tend to be as transient as the things young consumers own. 

Scope 

Communication Strategy, Communication Concept, Creative and Art Direction, Video Production, Print Production

Background

Longines –  An iconic luxury timepiece brand, Longines hopes to incite a unique attitude of love on Chinese Valentine’s Day. BEAMY has seen Longines through three consecutive Chinese Valentine’s Day, to compose the harmony of love’s overture. 

Challenges

The Chinese Valentine’s remains an important day of commerce across China, with brands putting out love-themed publicity. Standing out amongst the plethora of brands, especially within the category of luxury timepieces, and establishing this Longines’ unique expression of love, is the critical challenge.

Solution

Romance for eternity; Longines Harmony: This has been Longines’s definition of love, while elegance underscores the brand’s tonality. With Longines's definition of love as the point of departure, we used a love story that is both accessible while bundled in meaning to convey Longiness’s brand of love to consumers. Building on the cultural insight that consumers “change” rather than “mend”, choosing to discard or change something once it is broken rather than repairing and continuing to utilize things, we made this linkage to young consumers’ ideals of love. Understanding that certain early notions need to be in place well before eternal love and in line with Longines’ Ambassador of Elegance – we created “The Gift" starring Eddie Peng in  in Chantilly, France,  “Courage" starring Lin Chi-lin in Shanghai, and returning to the romantic capital of Paris - starring Zhao Liying, “Conviction”. In elevating love to greater heights, the perseverance of our love for our partner through think and thin is what makes this romance lifelong. The solid and steady character of Longine’s brand ambassador Zhao Liying then becomes the perfect choice for this presentation of a persevering love within the framework of everyday unpredictabilities.

Result

Continuously building the definition of Longines’ love and portraying this love to consumers creates a connection between them and emotional expression. At the same time, in this momentum of love expression, particularly during the Chinese Valentine’s Day, Longines emerges as a brand that really leaves its mark.

Watch The Gift here.

Watch Courage here.

Watch Conviction here.

Background:

Longines –  An iconic luxury timepiece brand, Longines hopes to incite a unique attitude of love on Chinese Valentine’s Day. BEAMY has seen Longines through three consecutive Chinese Valentine’s Day, to compose the harmony of love’s overture. 

Challenges:

The Chinese Valentine’s remains an important day of commerce across China, with brands putting out love-themed publicity. Standing out amongst the plethora of brands, especially within the category of luxury timepieces, and establishing this Longines’ unique expression of love, is the critical challenge.

Solution:

Romance for eternity; Longines Harmony: This has been Longines’ definition of love, while elegance underscores the brand’s tonality. With Longines definition of love as the point of departure, we used a love story that is both accessible while bundled in meaning to convey Longines’ brand of love to consumers. Building on the cultural insight that consumers “change” rather than “mend”, choosing to discard or change something once it is broken rather than repairing and continuing to utilize things, we made this linkage to young consumers’ ideals of  love. The uncertainties and changes in love, in anticipating true love and eternal love tend to be as transient as the things young consumers own. Understanding that certain early notions need to be in place well before eternal love and in line with Longines’ Ambassador of Elegance – we created “The Gift" starring Eddie Peng in  in Chantilly, France,  “Courage" starring Lin Chi-lin in Shanghai, and returning to the romantic capital of Paris - starring Zhao Liying, “Conviction”. In this road to love, a sincere spirit and bold expressions are mere beginnings. As the saying goes, it’s easy to fall in love, but harder to live in harmony with its flames – how to persevere with this love is still the most critical. As such, in 2018, we decided on “Conviction” as theme. In elevating love to greater heights, the perseverance of our love for our partner through think and thin is what makes this romance lifelong. The solid and steady character of Longine’s brand ambassador Zhao Liying then becomes the perfect choice for this presentation of a persevering love within the framework of everyday unpredictabilities.

Result:

Continuously building the definition of Longines’ love and portraying this love to consumers creates a connection between them and emotional expression. At the same time, in this momentum of love expression, particularly during the Chinese Valentine’s Day, Longines emerges as a brand that really leaves its mark.

Watch The Gift here.

Watch Courage here.

Watch Conviction here.

Background

Longines –  An iconic luxury timepiece brand, Longines hopes to incite a unique attitude of love on Chinese Valentine’s Day. BEAMY has seen Longines through three consecutive Chinese Valentine’s Day, to compose the harmony of love’s overture. 

Challenges

The Chinese Valentine’s remains an important day of commerce across China, with brands putting out love-themed publicity. Standing out amongst the plethora of brands, especially within the category of luxury timepieces, and establishing this Longines’ unique expression of love, is the critical challenge.

Solution

Romance for eternity; Longines Harmony: This has been Longines’ definition of love, while elegance underscores the brand’s tonality. With Longines definition of love as the point of departure, we used a love story that is both accessible while bundled in meaning to convey Longines’ brand of love to consumers. Building on the cultural insight that consumers “change” rather than “mend”, choosing to discard or change something once it is broken rather than repairing and continuing to utilize things, we made this linkage to young consumers’ ideals of  love. The uncertainties and changes in love, in anticipating true love and eternal love tend to be as transient as the things young consumers own. 

Understanding that certain early notions need to be in place well before eternal love and in line with Longines’ Ambassador of Elegance – we created “The Gift" starring Eddie Peng in  in Chantilly, France,  “Courage" starring Lin Chi-lin in Shanghai, and returning to the romantic capital of Paris - starring Zhao Liying, “Conviction”. In this road to love, a sincere spirit and bold expressions are mere beginnings. As the saying goes, it’s easy to fall in love, but harder to live in harmony with its flames – how to persevere with this love is still the most critical. As such, in 2018, we decided on “Conviction” as theme. In elevating love to greater heights, the perseverance of our love for our partner through think and thin is what makes this romance lifelong. The solid and steady character of Longine’s brand ambassador Zhao Liying then becomes the perfect choice for this presentation of a persevering love within the framework of everyday unpredictabilities.

Result

Continuously building the definition of Longines’ love and portraying this love to consumers creates a connection between them and emotional expression. At the same time, in this momentum of love expression, particularly during the Chinese Valentine’s Day, Longines emerges as a brand that really leaves its mark.

Watch The Gift here.

Watch Courage here.

Watch Conviction here.