IWC: Darts

Passion for details.
International Watch Co. Schaffhausen

Advertising Agency: Jung von Matt/ Alster, Hamburg, Germany
Creative Directors: Daniel Frericks, Götz Ulmer
Art Directors: Andre Price, Florian Zwinge
Copywriter: Robert Müller
Photographer: Reinhard Hunger
Project management: Markus Wieser, Miriam Paneth
Published: November 2008

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35 comments

pietmiller's picture
pietmiller
100 pencils

Rubbish.

sumsum's picture
sumsum
615 pencils

i doubt you've ever won sth...

Guest's picture
Guest

they're not showing details, they're showing miniature.
and the cockroach one is disgusting!

sneakyhands's picture
sneakyhands
1857 pencils

you're right, they're not showing details. they're showing dexterity at a miniature level. it may just be a missed translation, but 'details' doesn't fit the visual. i like the idea in the visual however.

also, i believe it was a flea. trust me, i have them.

picktokyo's picture
picktokyo
1404 pencils

yeah, this is more to high end precision shit.

Guest's picture
Guest

What about 'Passion for precision'?

Guest's picture
Guest

What about 'Passion for precision'?

fs's picture
fs
40 pencils

Ever heard of flea?

Guest's picture
Guest

no one needs our expensive products so we kill time with passion

Gedaermo's picture
Gedaermo
4 pencils

Totally agree - if you wanted to show detail, you would have had to focus/zoom in on sth. really relly close: For example the flea´s johnson. So it just says "mini/tiny" things we spend our time with.
Sorry JvM...

Guest's picture
Guest

That's a horrible idea.

Guest's picture
Guest

Dear God. I hope you're not a creative director.

Guest's picture
Guest

I loved it.
Shows you're concerned to the minimal details and precision. That's my first impression, and I don't think the target would try to find another way to see it as hard as people who commented already.
Good job.

Guest's picture
Guest

i don't really like the campaign, but i really like the idea about copycat.
nice thought.
compliments.

Guest's picture
Guest

D&AD Black Pencil!

Ed Mintone's picture
Ed Mintone
585 pencils

I was going to steal this ad, but the computer scolded me :[

Guest's picture
Guest

There's always good old Command+Shift+4... :]

krautland's picture
krautland
3204 pencils

it's not worth stealing and java script isn't exactly secure.

Guest's picture
Guest

D&AD kind of "work award stuff", not sure it works on normal people ... only for art directors pair of globular organs.

Guest's picture
Guest

Spoken like a guy who's never won anything.

winokur's picture
winokur
47 pencils

I think this is great stuff. The photography is really well executed and I totally get the idea of attention to detail (not showing detail but the attention it takes to be a perfectionist). The eye in the background is a little on the creepy side - kind of big brother.

AdvMan's picture
AdvMan
299 pencils

I miss original IWC text advertising

İyi Reklam, Kötü Reklam
www

Guest's picture
Guest

These are great. Nicely done, fun to look at, highly relevant.

salamandos's picture
salamandos
1947 pencils

lovely again

Guest's picture
Guest

what financial crisis?? looks like agencies still have the money to spend on fake ads and submissions.

Guest's picture
Guest

I don't know what everybody is complaining about. I love this concept. The visual is drawing a lot of attention and it's very original. I agree that the line doesn't correspond 100% with the visual, but I think it's not very disturbing. Controversial ads often do good at award shows, so that promises something ;-)

Guest's picture
Guest

Maybe an eye for detail but definately not a passion. I think you need to show some passion for details and go back to the drawing board with this one.

Guest's picture
Guest

scam!

Guest's picture
Guest

great song by jamiroquai.

Guest's picture
Guest

great song by jamiroquai

Guest's picture
Guest

This and the series shows great creativity, are thought invoking and well laid out. I am suprised that there is no moderator to quell or delete the unfounded "crap talk" and foul language coming from the "guests and rubbish" slayers.

Guest's picture
Guest

This and the series shows great creativity, are thought invoking and well laid out. I am suprised that there is no moderator to quell or delete the unfounded "crap talk" and foul language coming from the "guests and rubbish" slayers.

Guest's picture
Guest

for my opinion it shows three different scenes of "games" and if you play real, you do it with a lot of fun and your mind, your heart and a lot of Passion!
And i think it is a Detail, because most things in our life are "only" little, but important Details, and no miniatures.
GREAT IDEA, I LIKE IT MUCH!!!
All the luck you needed guys for the award !

piricuddu's picture
piricuddu
4 pencils

Oh... This advertise is great.

piricuddu's picture
piricuddu
4 pencils

Oh... This advertise is great.

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