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Movado - Time for a movie


BACK-STORY

Movado are a prestige American watch brand. Their ‘Museum’ timepiece sits in the MOMA, NYC as an example of classic watch design. Black Diamond were engaged to increase Movado’s awareness in the UK with an arts-based sponsorship coherent with the brand’s ethos and style.

PROLOGUE

Black Diamond created a strategically bold, three-pronged campaign embedding Movado in the culture of UK cinema-goers.

Movado online advertisement

PLOT 1

MOVADO now hosts the homepage of the UK’s largest movie website, SHOW FILM FIRST (over 1.2million members).

In conjunction with SFF, Black Diamond developed and launched monthly online movie magazine. Creative director, Craig Johnson, designs all the covers.

Movado publication advertisement

PLOT 3

The final piece of the script, Movado are now the proud sponsors of the British Independent Film Award (BIFA) for Best Actor category. Won by Brendan Gleeson (2014) and Tom Hardy (2015).

Sequel

Black Diamond have been retained by Movado to continue developing their brand in the UK.

Movado Time for a Movie Cover

PLOT 2

Simultaneously, Movado took over sponsorship of Time Out Magazine’s free movie preview screenings.

For each promoted screening, Time Out produce a stand alone page in their magazine. Each page features an integrated Movado banner with a dialogue (always ‘time’ related) written by Craig Johnson that reflects the preview movie’s themes.

Black Diamond also created a pre-screening trailer featuring a bespoke animated Movado Time For A Movie logo sequence.

Movado promostional shot
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