Following the launch of the Chronomat women’s 32 and 36 watches, watchmaker Breitling has launched its first women focussed ANZ campaign.
Melbourne headquartered MASH was appointed to develop an Asia extension of Breitling’s global Spotlight Squad, which features American ballet dancer Misty Copeland, award-winning actress and producer Charlize Theron, and Chinese actress and philanthropist Yao Chen.
Drawing inspiration from the “progressive mindset of women who are decisive leaders of change”, Breitling said the regional campaign includes supermodel and social activist Cindy Bishop from Thailand; singer and entrepreneur Isabella Wong, also known as Bella Kuan, from Malaysia; and wake surfer and business owner Cassandra Tan from Singapore.
The tagline ‘Chosen, Not Given’ represents a growing trend of women, especially in Southeast Asia who actively make decisions to transcend the norm, Breitling said.
Alvin Soon, president, Breitling Asia added: “The MASH team has beautifully captured the essence of what the Chronomat women’s collection is all about. The ‘Chosen, Not Given’ insight coupled with these three outstanding and empowered women, provide for a truly compelling creative work. We couldn’t be happier.”
MASH curated a remote-working team of creatives, strategists and production specialists spanning Sydney, Melbourne and Malaysia for the regional execution and led the creative ideation and strategy, research, art direction and production of a suite of marketing assets.
Art director Anna Fullerton said: “It was such a pleasure to work on this innovative brief for a brand with such a strong heritage.
“I wanted to build on what has been created for the Spotlight Squad and incorporate the ‘Chosen, Not Given’ idea by having her also choose a world usually reserved for men, without sacrificing her femininity. So, she became this femme motorhead.”
Tash Menon, founder and managing director at MASH, added: “We’re delighted Breitling put their trust in us and our team for this important work. We assembled a diverse group of creative experts, all of whom have high-end product marketing experience, and what they have delivered is both on brand and visually striking.”
Credits for the campaign are as follows:
Client: Breitling
President: Alvin Soon
Creative company: MASH
Strategy director: Praveen Vaidyanathan
Creative director: Royce Akers
Art director: Anna Fullerton
Luxury brand specialist: Lindsay Nicholas
Production manager/fashion stylist: Andrea Wong
