Brand identity development and ad campaign for Corum Timepieces, 2007. The rationale behind the "Unlock and Conquer" campaign, as well as the brand message overall, was as follows: There is a Corum watch for every successful person you want to become: senators buy the Romvlvs, billionaires buy the Coin Watch, adventurers buy the Admiral's cup, artists by the Artisan Collection. All of these great people have one thing in common: it takes courage to take the first step. You need courage to quit your dayjob and travel the world, you need courage to leave a position of comfort to start your own business, you need courage to stand up speak in public to challenge the political powers that be. Therefore, Corum = courage. Out of this comes a simple, and very logic, brand proposition that even manages to contextualise the famous "Corum key". The key icon had never been properly explained. Was it the key to the city of Neuchâtel? Was it the key to rewind a clock? With the new proposition, the key makes perfect sense: courage is the key. Courage is the key to unlock your heart and conquer the world. Unlock and conquer. Once you know with such clarity what a brand is about, things become rather simple. The ads are shot to look like movies, there are courageous heroes and courageous heroines chasing and tempting each other. The options for sponsored events limit themselves to the ones that require seriously courageous individuals. Even business meetings can be challenged at any time with the simple question: are we being courageous enough here? There are two points that make the Corum = courage message particularly relevant for a watch brand. The first is that watches are something people buy to reward themselves or other people for a particularly successful event. The second one is less direct, but emotionally powerful: being courageous means seizing the moment, which means taking control over an aspect of time itself. Corum Romvlvs ad, 2008 Corum Admiral's Cup ad, 2008. Catalog for Corum 2008. Website for Corum Timepieces, the flamboyant Swiss luxury watches brand Art Direction, design & development.