Return to Advertising Case Study: Corum "Unlock and Conquer" Campaign 2007 The "Unlock and Conquer" campaign is a rediscovery of CORUM's original values, expressed in a filmic context. Few watch brands can claim ownership of an original outlook on life, something that truly differentiates the way things are done, and something that differentiates the man or woman wearing them. Corum's originality is plain to see: every single one of Corum's timepieces - all the way back to 1955 - has been a first, an original, a best in category, from the exotic Chapeau Chinois, to the nautical Admiral's Cup series, to the intriguing "Recherche du Temps Perdu", to the powerful Romulus, to the bold and confident Coin watch, to the enigmatic Artisan collection.... Corum is also essentially a filmic brand. The themes the timepieces take their inspiration from are the dramatic and aesthetic themes one would expect in the most iconic films. Corum, quite simply, is courage. The courage of film heroes and heroines. The courage to release the inner, creative self. The courage to confront one's deepest fears. The courage to conquer the world. Great men from all walks of life wear their favourite Corum as a mark of their individuality, a sign that they are among the very few who are prepared to go for it and live every moment to its full potential. "Unlock and Conquer" is Corum's first campaign focusing on lifestyle and brand-conscious imagery. Concept and Art Direction: Alexander Gallé Photography: Thierry Pradervand Artworking: Willy Curchod