CREATIVE BRIEF-
ORLO Watch Campaign
October 2022
This campaign was an assignment that I had during my time studying abroad in Copenhagen, Denmark. The goal of this campaign was to advertise a Danish watch brand through the use of a short video advertisement and a creative brief. My tasks on this campaign included contributing to the creative brief, story-boarding the advertisement, and editing the final video with the application iMovie.
What is the brand/product/service's background?
The brand ORLO is a Danish company that creates watches that are supposed to embody the past, with the company’s tagline being “inspired by the past”.
Who is the competition? What threats are there?
The competitors are other semi-luxury watch companies, such as DW or Swatch watches.
Why are we advertising? What are we trying to accomplish?
We are advertising to encourage consumers to purchase a watch from ORLO because it will allow them to live more in the moment and to embrace the present.
Who are we talking to?
The primary audience for this campaign is 25-30 year olds who are earning their own income. This watch would likely be one of the first “big” or luxury purchases that this person makes.
What do they currently think? What do we need to overcome?
With phones and Apple watches, it is hard to defend the necessity for an analog watch. However, with the encouragement of living in the present and putting your phone away, we hope consumers will see a use for an analog watch in their own lives.
What do we want them to think? What problem will be solved?
We want consumers to think that by purchasing this watch, they will live more in the moment and embrace their lives more.
What is the single most persuasive idea?
The tagline “watch this” is used throughout the campaign not only as a play on words, but to invite viewers to focus their sole attention on the actions in the video, just like how putting your technology down can help you focus on life around you.
Why should they believe it? Is there a tone that might help? What is the psychological, social, categorical, or cultural tension associated with this idea?
With the increase of cellular technology, very few people find it necessary to wear a watch anymore, especially an analog one if it isn’t for accessorizing. The advertisement aims to increase the want for analog watches and to acknowledge the fact that time can be told without a phone.