CITIZEN
“SATELLITE WAVE GPS” —

“The Earth’s watch”:
the essence of a satellite radio watch,
paired with beautiful satellite photography.

We planned and produced the global advertising for CITIZEN’s satellite radio watch SATELLITE WAVE GPS. The SATELLITE WAVE GPS can receive signals from GPS satellites at the world’s fastest speed. To appeal to the product’s charm overseas, where awareness of satellite radio watches is low, we redefined the direction of communication and made conveying “the essence of a satellite radio watch” — that it “can keep accurate time wherever you are in the world” — the heart of the message. We set the concept as “the Earth’s watch” and expressed it with graphics using photographs of the Earth itself as the background. The satellite images of the Earth were scouted with Google Earth — for locations where you can feel both the urban and natural settings in which the watch is used — and then photographed by satellite.