Introduction

In a heartwarming initiative, the Oriental Watch Company has launched its new branding campaign titled "TAKE YOUR TIME with The Timekeepers," designed to encourage residents of Hong Kong to pause and reflect on the importance of time in their bustling lives.

Campaign Overview

This captivating campaign was brought to life by Omelette Digital and produced by 3JBK Production. It highlights ‘Timekeepers’—noteworthy individuals who demonstrate the essence of patience and dedication in their crafts. The campaign is divided into three engaging online video chapters, each showcasing the inspiring narratives of these individuals who dedicate their lives to their crafts.

Featured Timekeepers

Among those featured is Adonian Chan, a renowned typeface designer who has invested over ten years in transforming Hong Kong’s visual narrative. Chan has innovatively digitized Hong Kong Beiwei Calligraphy, elevating traditional art into contemporary relevance. His work has garnered accolades from both local and international audiences, being prominently displayed in high-profile publications and exhibitions. "Preserving Hong Kong’s visual culture requires a deliberate approach to study and reinterpret, ensuring it resonates with the modern world," Chan explained.

The campaign also shines a light on Vivian Ho, another dedicated Timekeeper and an accomplished illustrator known for her vivid representations of Hong Kong’s ever-shifting cityscape. Despite competition from artificial intelligence in the creative field, Ho holds that genuine artistry is born from time and dedication. With hopes of inspiring others, her illustrations serve as a visual love letter to the unique charm of the city.

The Company’s Role

Oriental Watch Company, a cornerstone of Hong Kong's retail landscape for over five decades, is crucial to this campaign. In the brand video, long-serving employees Mr. Lam and Master Liu share their experiences, reminiscing about the friendships they've made over the years and the emotions connected to the watches they create—celebrating milestones such as birthdays and graduations.

Marketing Perspective

Anthony Tsang, head of marketing and digital for Oriental Watch Company’s Greater China Region, expressed, "Since our establishment in 1961, we've been part of significant life events for countless customers, fostering invaluable connections. This campaign aims to inspire everyone to embrace their own pace and pursue their passions with integrity, just as the precise mechanics of a watch tick away the moments of our lives."

Media Strategy

To amplify the impact of this campaign, Omelette Digital has incorporated a multifaceted media approach that includes television commercials, outdoor advertising, digital, and social media. Collaborations with local influencers and independent cultural platforms have further enriched its outreach, with partners like Hong Kong Reminiscence, Being Hong Kong, SUCH/ by Suchfilms, and Citywording playing key roles in promoting the message of cultural preservation.

Conclusion

"In these fast-paced times, our Timekeepers challenge the norm. We take pride in sharing their remarkable stories, and we sincerely hope this ‘Take Your Time’ philosophy motivates Hong Kongers to slow down and savor the beauty around them," said Andrea Choi, creative director of Omelette Digital.

With its focus on craftsmanship, dedication, and cultural appreciation, this campaign serves as a timely reminder for all to honor the preciousness of time and what it truly means to be a ‘Timekeeper’ in a rapidly changing world.