Blazinstar activates G-Shock art

Casio has launched an integrated brand experience campaign. The campaign is a celebration of the G-Shock watch’s 30th anniversary. The campaign is taking place in September and October and aims to communicate directly with its target audience of fashion-orientated, 18-25 year olds.

It is positioning the G-Shock brand as being built upon the four pillars of Fashion, Art, Sport and Music and as being the toughest watch of all time.

To showcase Casio’s unique G-Shock style, an urban installation has been erected on the fifth floor of Harrods from the 14th of September and is running for six weeks. The focal point of the stand is a specially made G-Shock sculpture, created from spray cans. The installation will give shoppers the opportunity to have their photos taken with the sculpture, which will be automatically entered in the competition and can be uploaded onto their Facebook profile. Participants will be entered into a prize draw where one lucky participant will have the chance to win their very own limited edition 30th anniversary G-shock, one of only 100 in the UK.

Participant’s photos will also become a piece of art, each photo becoming a square on a special birthday art mosaic. In addition, tickets to the exclusive G-Shock 30th anniversary party will be up for grabs, which will be attended by a host of celebrities and is sponsored by Dazed and Confused.

Blazinstar Experiential have been working alongside Casio to bring this creative activity to life.