| Title | BETTER STARTS NOW |
| Brand | CITIZEN |
| Product/Service | CITIZEN |
| Category |
A02. DIRECTION |
|
Entrant Company
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency 2
|
WIEDEN+KENNEDY TOKYO, JAPAN
|
|
Production Company
|
100% HALAL Amsterdam, THE NETHERLANDS
|
Credits
| Mike Farr |
Wieden/Kennedy Tokyo |
Executive Creative Director |
| Tota Hasegawa |
Wieden/Kennedy Tokyo |
Executive Creative Director |
| Vasco Vicente |
Wieden/Kennedy Amsterdam |
Art Director |
| Evgeny Primachenko |
Wieden/Kennedy Amsterdam |
Copywriter |
| Tony Stearns |
Wieden/Kennedy Amsterdam |
Broadcast Producer |
| Lars Fabery De Jonge |
Wieden/Kennedy Amsterdam |
Broadcast Producer |
| Danny Feeney |
Wieden/Kennedy Amsterdam |
Planner |
| Kenichiro Muraguchi |
Wieden/Kennedy Tokyo |
Planner |
| Emma Williamson |
Wieden/Kennedy Amsterdam |
Project Manager |
| Michael Graves |
Wieden/Kennedy Amsterdam |
Business Affairs |
| Kensuke Suemasa |
Wieden/Kennedy Tokyo |
Account Director |
| Yoshiko Amano |
Wieden/Kennedy Tokyo |
Account Supervisor |
| Johan Kramer |
100% Halal |
Director |
| Christine Anderton |
100% Halal |
Producer |
| Gijs Determeijer |
100% Halal |
Executive Producer |
| Kevin Whelan |
X |
Editor |
| Dan Cassaro |
X |
Titles Designer |
| X |
MPC Amsterdam |
Post/Production |
| Andre Ettema |
AME Music |
Composer |
| X |
Wave Amsterdam |
Sound Design |
Brief Explanation
Better Starts Now is the simple belief that, no matter who you are and what you do, it is always possible to make something better and now is the time to start doing it. The Better Starts Now film was shot at a single workstation in CITIZEN’s watch factory and features various innovation successes of the brand’s 84-year history. Each watch featured has its own short scene, ending with a ‘The End’ title. The ongoing story demonstrates CITIZEN’s desire for innovative change, and how the brand always strives to make something better than before.
To show CITIZEN’s continued ingenuity, the film was shot at one workstation from above. It’s as if someone in the factory placed a camera above their desk when they started in the 1920s and it still remains today.
Using the correct camera for the year and innovation being portrayed the essence of Better Starts Now in each time period is brought to life. From historical black & white footage shot on a 1930’s hand-cranked 35mm camera, followed by scenes from the 50’s shot on 16mm (with Technicolor grading), to the saturated footage of a 1980’s VHS camera.