Casio G-Shock
Project Chile

Casio G-Shock Project Chile

Breed’s Strategy Director Ian Irving led the team who developed this incredibly successful campaign on behalf of Casio. The project Chile campaign was the brand’s first foray into cinema advertising in 15 years and proved to be one of the single most successful advertising campaigns in G-SHOCK’s history.

The Strategy Directory pulled together a specialist team from the award winning production company Kash, who have delivered successful film and moving image projects with him for over 10 years.

A Specialist Team

The specialist team put together by Kash travelled with G-SHOCK on the trip to Chile to capture this stunning commercial. Working in the frozen conditions to make a short film, their hard-won efforts to record the high-speed action of a ski team at the top of its game made for a truly epic shoot, using two helicopters and a Phantom film rig, Go-Pros and the industry’s best sound engineer.

Put to the ultimate test

As sponsors of the RAF ski team, G-SHOCK followed the RAF to Chile and the extreme and hostile conditions of Nevados de Chillan.
This group of volcanoes is located in the Andes of the Bio Bio Region, where the snow and ice of the Chilean winter offers the perfect training conditions for the team. There is exemplary safety assistance on hand for this very high-risk, skilled, specialist work – and the slopes were closed for their exclusive use.

It is also the perfect environment to put the G-SHOCK Aviator watches to the test. These are watches that are engineered for toughness, and can endure as much as those that wear them.

The finished campaign ran in cinemas across Europe in Russia, Germany, France, UK and Italy. We ran a comprehensive seeding and amplification campaign that delivered over 500,000 views and interactions online with over 198 million impressions.