Sekonda launches any. second. now. campaign
Sekonda launches a bold new campaign created by VCCP that underscores the anticipation that every second holds.
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British watch brand, Sekonda, launches a bold new integrated campaign with VCCP Blue and VCCP Media which aims to position its high-quality, reliable, and stylish timepieces and smart wearables as a staple for a younger Gen Z generation.
Marking VCCP Blue and VCCP Media’s first work, the campaign leans into embracing the journey and what might happen. any. second. now. champions the anticipation that every second holds whilst challenging the conventions of the watch category: rather than selling status symbols, the work emphasises that Sekonda’s stylish, affordable are for the many, not the few.
At the heart of the campaign are six 10” films directed by Jack Kenyon through production company At Collective. Each spot focuses on a different moment of anticipation, leaving the viewer uncertain as to what happens next. From a long fingernail getting dangerously close to a bubblegum balloon, to a game of ‘pass-the-parcel’ and someone trying to build a tower of playing cards, each film spotlights everyday moments. Ideated by VCCP Blue creatives Joanne Channing and Hannah Talbut, the campaign idea was originally presented during the successful pitch.
As well as championing Sekonda’s traditional timepiece watches, any. second. now. launches the brand’s new smart ring, emphasising the benefits of wearables. Despite having been around for a while, the benefits of smart rings remain relatively unknown. From “heart. rate. rising.” to “learns. your. cycle.”, each spot uses the campaign’s three-word language system and a distinctive revolving graphic, to showcase the core benefits of wearable tech.
Janet Gough, Marketing Director at Time Products (UK) Limited said: “We are delighted with our new campaign 'any. second. now.' plus our refreshed Sekonda brand world and are so proud to see everything live. VCCP Blue and VCCP media have been a pleasure to work with on the strategic thinking, creative development and media planning of the campaign. They have shown a deep understanding of the target audience, got under the skin of the Sekonda brand and demonstrated incredible creative work from core idea all the way through to production and out the other side. Our partnership has started with a bang and long may it continue.”
Ciara O’Meara, Deputy Executive Creative Director at VCCP added: “‘any. second. now.’ has been a brilliant team effort between Sekonda, VCCP Media and VCCP Blue. We’re thrilled to see the work going out so swiftly after our pitch and are excited about Sekonda’s challenger ambitions for the future."
