CREATIVE CONCEPT
CHRISTOPHER WARD
BRAND
Christopher Ward
TYPE
Coursework
DATE
2025
This practice-based project, developed in response to the D&AD New Blood Awards 2025 brief, served as my final-year dissertation. The client, Swiss-British watchmaker Christopher Ward, challenged practitioners to propose a creative concept that would turn Gen Z into the ultimate watch advocates. Before diving into concept development, I addressed key strategic gaps in the brief, including brand positioning, audience insight, and proposition. This allowed me to build a creative strategy that not only resonated with Gen Z, but also aligned with the brand’s long-term objectives. The project represents the culmination of four years of training in strategy-led creativity and reflects my ability to work as a young practitioner. It was awarded a First.
THE BRIEF
To develop a creative concept and propose ideas that respond to Christopher Ward’s creative brief challenges.
THE CHALLENGE
To build a bridge between Christopher Ward and Gen Z consumers, authentically engaging with and turning them into watch advocates.
OBJECTIVES
- Increase brand awareness and ensure Christopher Ward enters Gen Z’s consideration set.
- Encourage Gen Z to actively engage with the brand on social media.
INSIGHT
“If I were to buy a watch, it would need to be more than just a timepiece; it should be an expression of my personal style, a symbol of craftsmanship, and connect me to a story that authentically resonates with my values.”
(Provided by the creative brief)
Market Tension & Consumer Insight
Luxury brands promise status but often leave behind financial guilt. Our audience wants more than hype. They want something that feels like them – a quiet affirmation that they’re progressing on their own terms.