G-SHOCK
Never Give Up
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G-SHOCK
Never Give Up
G-Shock's heritage in hip-hop and skate wasn't reaching a generation discovering streetwear through Virgil Abloh and being pulled toward Apple.
The answer was in how the watch was made.
Kikuo Ibe threw 200 prototypes off the roof of the Casio building in Tokyo until one survived. Repetition, failure, resistance.
That same process runs through anyone building something in culture, so it was put to three of them. Hip-hop with Prince Waly, dance with Victoria Dauberville, skate with Quentin Dubeau.
Released in May 2019 as the French Never Give Up campaign. The Facebook hero cut alone reached 2.1 million views.
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Director: Valentin Petit
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Director: Valentin Petit
The G-Shock survived 200 prototypes off a Tokyo roof. We brought that story back into the present through three portraits of culture-shapers whose crafts run on the same values.
