Client: Financial Times X Zenith.
Project type: branded content, digital display ads & social media.
Role: art direction, UX & UI design.
Project title: A forgotten treasure.
Web development: Niv Suresh.
Cartoonist: Cosey.
Year: 2019.

Objective: reignite excitement and create a renewed interest in Zenith's iconic watch, 'El Primero' (1969), on its 50th anniversary. The aim is to position 'El Primero' as not just a historic timepiece but as a symbol of timeless innovation and craftsmanship.
Challenge: strike a balance between celebrating the watch's heritage and showcasing its contemporary relevance.
Target audience: HNWI, HTSI luxury & lifestyle readers, and watch enthusiasts worldwide.
Approach: research > brand experience > brand activation and roll out.
Deliverables: the main deliverable for this project was a responsive bespoke one-page scroller website which included scroll-to-view animations and cinematic transitions from and based on the original print artworks from the artist. A social media and advertising campaign were also devised to promote this project from the launch and throughout.

Results: 53K+ page views, surpassing the 51K target.
Engagement on this campaign is the highest FT had ever seen for a BRAND SUITE on FT.com (91 sec).
3.7M+ marketing impressions were delivered on FT.com targeted towards FT readers or the LVMH behavioural segment.
In terms of brand impact, those exposed to the “Forgotten Treasure” content are 48% more familiar with Zenith compared to those unexposed.
33% visited the Zenith website.