Citizen Holdings 'citizen of light' by Tugboat

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Tugboat has created this ad for watch maker Citizen promoting its "eco-drive" technology, which enables its watches to energise from not just solar power but any light.

The spot aims to communicate the sensitivity of the technology through a traditional Japanese culture that plays with lights.

It is airing in Japan on national TV and an English version is planned to run in watch fairs around the globe.

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Released: 03 October 2008


Citizen Holdings
Creative director:
Yasumichi Oka
Shinya Nakajima
Production company:
Tohokushinsha Film Corporation
Toshiki Tan/Backslash

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