Longines wanted to appeal to a younger target group with one of their flaship models, La grande classique de Longines.
It’s a crowded segment, though, with many luxury brands fighting for Gen-Z brand love, so Longines knew it had to make a splash — particularly to fight off the perception of the brand being somewhat dusty and more for their grandparents.
This campaign sets out to not only challenge those perceptions with modern dance and electronic music, but also challenges the target group’s idea of elegance. Rather than inflexible, rigid luxury, La grande classique is elegance one can make one’s own. Elegance that shows in one's every move. Individual elegance.
This campaign was deployed offline and on social media.
