News Ebel unveils a new worldwide advertising campaign which will leaves its own indelible imprint on a world where time, art and material unite to form an indivisible whole.
For Ebel President and Creative Director Marc Michel-Amadry, "this campaign reflects our brand’s fundamental values: elegance, sophistication, refinement, and natural beauty. It expresses a concern for detail and exceptional expertise. It has been created with passion and enthusiasm, governed by the same sense of perfection and dedication as that which drives our master-watchmakers ".
Staged by photographer Mitchell Feinberg and sculptor and model-maker Alain Roussel, the advertising campaign pays tribute to the heritage and the constantly renewed inspiration characterizing the brand since 1911. Ebel watches take possession of materials to the extent of imprinting their outlines in them like tangible traces testifying to the brand’s inimitable know-how and creativity.
According to Mitchell Feinberg, this campaign stems from a wealth of authentic creativity: "working for Ebel is one of the rare opportunities I have had of being completely integrated within a project. We had to hire model-makers and to develop various techniques. I really had a sense of being 100% involved. We sought to infuse the images with the spirit of architecture and sculpture. To create visuals that would exude powerful inspiration, which would not be simply watch photos".
Created by the Parisian agency Publicis EtNous, which specializes in luxury brand communication, the campaign will be launched worldwide in April 2010. According to the agency Director Jean-Christophe Herail, "the idea was to create a unique form of expression. Working with materials, the principal source of inspiration in architecture, was a natural and obvious choice. We immediately thought of Mitchell Feinberg because we were impressed by the unique way he has of sublimating matter."
In a nod to Ebel's 1980s adverts, the campaign portrays the philosophy of the Architects of Time by modeling raw material in order to compose watches destined to find their way through the ages. In watchmaking as in architecture, the most memorable works are built on a subtle blend of technical mastery, aesthetics and passion. They are nurtured by the enthusiasm and the visionary spirit of their creators.
At the heart of the visuals lie time, art and matter - the very inspiration that has accompanied the brand for almost 100 years. Slate, plaster, water, sand and silk lend their natural textures to the Architects of Time in giving shape to the brand’s emblematic lines. Crafted in the raw material shaped by the watch models, the imprints have been fine-tuned by hand with tools reminiscent of those deftly handled by watchmakers in perfecting the finishing of their timepieces.
April 14, 2010
