ICONIC LINK

Objective: Introduce Daniel Wellington’s first-ever link watch, the ICONIC LINK, and establish it as a new standard of elegance and style. In early 2019, Daniel Wellington finalized a launch date for their most significant drop in years; our first-ever link watch, which we named the ICONIC LINK.  

Concept: The concept we created revolved around how ICONS are created, with the insight that in the same way we could design a great watch, Icons are not born—they are made. No matter the hard work you put in, in the end, it's not up to you if you'll ever reach iconic status— it's up to the people around you, your fans, or in our case, our customers.

Execution: To bring the concept to life, we needed to find iconic brand ambassadors for our key markets. These ambassadors represented a diverse mix of fashion, sports, and entertainment icons:

Key Ambassadors:

• Hailey Bieber: Fashion model and style icon, known for her work with top publications and brands.
• Odell Beckham Jr.: American football star, renowned for his record-breaking career and high-fashion influence.
• Paulo Dybala: Argentinian soccer player for Juventus, known for his talent and charismatic style on and off the field.
• Lay Zhang: Chinese singer-songwriter, record producer, and style icon, recognized globally for his fashion sense and musical talent.
• Sung Kyoung Lee: South Korean model and actress, a trendsetter with over 9.5 million Instagram followers.
• Ayushmann Khurrana: Bollywood actor, celebrated for his diverse roles and style, representing modern Indian cinema.
• Radhika Apte: Acclaimed theater and film actress, known for her groundbreaking performances and starring roles on Netflix.
• Kemio: Japanese YouTuber and model, famed for his energetic videos and substantial online following.

Production: We worked with world-renowned photographer Lachlan Bailey and Swedish music producer Ooyy for a high-quality campaign shoot. The production spanned four continents, filming in Los Angeles, Beijing, Mumbai, and Buenos Aires.

Visual Storytelling:  Captured each ambassador in their element, showcasing the ICONIC LINK as part of their iconic style. Each ambassador recorded their voiceover, adding a personal touch. Original music by Ooyy enhanced the emotional appeal of the campaign videos.

Results: The campaign became Daniel Wellington’s most successful to date. Achieved sales of over 682,000 watches, solidifying the ICONIC LINK as a must-have accessory.

Conclusion: The ICONIC LINK launch campaign effectively leveraged the star power of global icons and high-quality production to create a compelling narrative. This not only showcased the watch's design and versatility but also positioned it as an essential piece for anyone aspiring to iconic status.

Thank you,come again

Stockholm, SWE 
Phone: +46 0708 69 1988
Email: peiris.johan@gmail.com

© JOHAN MIRSCH PEIRIS 2024