The summer of 2010 sees Citizen Watch (China) Co., Ltd., and Citizen Watches (H.K.) Ltd. revamping their brand image based on the fitting theme “Innovation, Powered by Willpower”. One of Asia’s top international actors, Takeshi Kaneshiro has officially been signed as the new brand ambassador to launch Citizen’s largest campaign in the history in China and the Asian region.
In the world of wrist watches, Citizen has always been in the forefront in the deliverance of innovative functionalities. Eco-Drive, Radio-Controlled, and Titanium watches are just some of innovations by Citizen that revolutionised the world of wrist watches. And now with Takeshi Kaneshiro – who personifies sophistication, intelligence and inventiveness – fronting the new “Innovation, Powered by Willpower” themed campaign, Citizen will be embracing its vision to “extend the experience of the world embodied by the Citizen brand to individuals with innovative visions, who aspire to be innovative, and who are always one step ahead of the others”.
Born on October 11th 1973 in Taiwan of mixed Japanese and Taiwanese parentage, Takeshi Kaneshiro has spread himself between cinema, dramas, and commercials. Some of Kaneshiro’s notable works include: the box-office hit Red Cliff (2008, 2009), K-20 Kaijin Nijumenso Den (2009), The Warlords (2008).
The shooting of Takeshi Kaneshiro for Citizen’s new campaign was commissioned to world-famous photographer, Kaoru Ijima, who successfully captured Kaneshiro’s steely willpower and sophisticated aura in the advertisements that will resonate with consumers everywhere. Thus, through the astute collaboration between Kaneshiro and Ijima, was born a new innovative campaign visual for Citizen that will reinforce its image as the “ Symbol of Innovative Thinking “.
True to its brand DNA, Citizen’s new range of Eco-Drive Super Titanium watches – to be launched in Malaysia in Sept 2010 – promises to be highly innovative, with eco-friendly features and sophisticated designs.