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Patek Philippe ‘Begin your own tradition’

Agency: Leagas Delaney

Client: Patek Philippe

Patek Philippe is to launch a new iteration of the global advertising campaign created by Leagas Delaney 12 years ago, positioning the world famous marque as the pre-eminent watch brand in the world.

Launching in September, the print campaign will depart from the reportage shots of younger sons and their fathers to show sophisticated black and white portraits of fathers and their older sons aged 14 to 19.

The change has been made to give the campaign a new contemporary look and connect with consumers through different emotions such as pride, friendship and new found confidence.

For the first time, real fathers and sons were cast from around the world, ensuring physical resemblance but also genuine interaction between them. The ads feature the theme ‘You never actually own a Patek Philippe. You merely look after it for the next generation’.

The ladies campaign features close up colour portraits of beautiful, confident women showing their unique relationship with their Patek Philippe. The ads have a cinematic yet intimate feel and feature the theme ‘Begin an enduring love affair’.

The campaign is shot by Craig McDean, recent recipient of New York’s highest photographic award, the ICP Infinity, and the tonal palette and watch photography have been re-looked at so all the elements of the campaign contribute to a cohesive, contemporary look.

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