This year, G-SHOCK launched a year-long campaign titled ORIGINS to celebrate the DW-5600 watch, often considered the original G-SHOCK model most recognised for its streamlined, square-faced design. The number “5600” is used only in the names of G-SHOCK models that have inherited the DNA of the very first G-SHOCK among all the thousands that have succeeded it. The DW-5600, a product of years of trialing and testing, along with its unbreakable quality, is the reason for G-SHOCK’s tagline “Absolute Toughness”.
To illustrate this, G-SHOCK in partnership with Light Years, sought to engage and collaborate with creatives and social media personalities who embody being original. The personalities collaborated in various capacities, from event appearances to featuring in G-SHOCK ORIGINS campaigns. Most notably, G-SHOCK also launched an official collaboration with famed sneaker customiser and artist SBTG, one of the key ambassadors for the ORIGINS campaign.
To round-up ORIGINS on a high note, G-SHOCK hosted a get-together for its campaign advocates through a unique, highly experiential activation that culminated in photographable moments and organic brand amplification.
The night commenced with a private dinner (and a toast to Absolute Toughness), followed by the “Absolute Toughness Bowling Tournament”, a friendly tournament in which ORIGINS campaign advocates competed alongside each other. Each member of the winning team walked away with G-SHOCK DW-5600 watches.
Advocate engagement & liaison: Light Years
Event production: Straatosphere
View gallery: G-SHOCK ORIGINS Escapade Get-together
For further enquiries, please contact:
Light Years Communications
firstname.lastname@example.org | (+65) 6747-2810