ALWAYS ON TIME

100TH ANNIVERSARY GLOBAL BRAND CAMPAIGN | US, LATAM, CARICAM, UK, HonG kong, china, and japan

Citizen’s Eco-Drive watch is powered by light, so it always stays on time. Sure, many latecomers could do with such a timepiece — but we could think of no character more fitting than this one. Besides, who wouldn’t want to create a mid-century modern Wonderland? 🎩 AND… We got to work with very talented peeps at Disney and use the original “I’m late” track from 1951. I have to admit, I geeked-out throughout.

TVC Director: Joe Sill w/ Whitelist + TOWNHOUSE

We planted a trove of Alice In Wonderland easter eggs around the White Rabbit for use in digital extensions. (Mad) hats off if you can spot all those featured below.

easter egg: Daisies

easter egg: Twiddle dee & twiddle dum

easter eggs: alice / mad hatter / a, e, i, o, u poster (caterpillar) / tea set

easter eggs: '“drink me” water bottle / mad hatter / tea set

easter egg: alice

easter egg: watch reads 12:25 just like the rabbit’s clock at the beginning of the movie

easter eggs: deck of cards / solitaire game on monitor

easter eggs: oct 6 (10/6 mad hatter hat card) / king’s theater / queen of hearts

easter eggs: king’s theater / queen of hearts / caterpillar (man within smoke on right)

easter egg: cheschire cat