Timex: Marking a Milestone... with the Clock Ticking

Submitted by ckwebacct on Tue, 2011-07-12 14:56
The Challenge: 

You’d think a company as prolific as Timex would have a monstrous budget and generous timeline for materials that would chronicle 150 years of innovation and become the centerpiece of their year-long anniversary celebration. Well, you’d be wrong. Timex gave us 4 weeks and a tiny budget to tell the company’s story in a unique and impacting way to customers, retailers and competitors worldwide.

The Approach: 

Timex’s impact on the world has been dramatic to say the least. They marketed the first affordable clocks and watches. They were one of the biggest wartime manufacturers during WWII. They invented the sports watch, the computer watch, the kid’s watch and so much more. So we made their story not just about innovations in time, but about innovations in how people live. Innovations in life. Through a visually-arresting 16-page booklet, we illustrated the Timex story and clearly demonstrated how the company changed the world with every big breakthrough they authored. A companion video set the story in motion for an international trade show audience while a second, internal use video got the sales team fired up to begin the next 150 years with a bang.

The Results: 

The internal video was so well-received, sales pros demanded repeat viewings. Overall, the project was considered a major success as it met the deadline, met the budget requirements, and met the often ridiculously-high standards of the company’s ownership in Europe.

This success led to additional high profile projects including the creation of Timex's official image library, international point of purchase materials and even concepts for a national print campaign as a backup in case their larger international agency failed to deliver.