Mission: To get people to start buying Fossil watches again.
Obstacle: People have stopped wearing their watches during these unprecedented times. They are sitting on their couches in lounge wear, working into the late hours of the night, no longer tracking time as their work-life balance is fading away.
Goal: To bring back the balance. The only way to do that is through your Fossil watch. Brand awareness campaign for Fossil.
:30s OTT Spot
Concept: Compilation of scenes of a middle aged man comically doing all of the typical work from home tropes: wearing lounge wear, working from his bed, late to zoom meetings, taking a lunch way past lunch time. He moves from his bed to his desk to eat. We see his messy and unbalanced days are the same over and over again. The man sees his old watch in the corner of his desk. He longingly and nostalgically looks at it. It is old and the battery is dead. He makes an immediate decision to buy a new Fossil watch. Doorbell rings, watch comes, he puts it on, his life is changed. He wakes up early, makes and eats lunch in his kitchen at noon, always on time to meetings. He is now working in an office in his home. His life is together, all because of his Fossil watch.
It’s about time…to start knowing the time again.
Facebook/Instagram In-Feed Post
Copy: In these unprecedented times filled with a lack of balance, never knowing whether it’s lunch or dinner, and working late into the night, we’re here to help you make a change. It’s about time…to start knowing the time again. #FossilStyle
Out Of Home Billboard
Copy: It’s about time…to start knowing the time again.
Hello, I'm Emma! 