Crabs crawl on Lacroix

HvM develops a new brand positioning for the watch company Maurice LacroixFor some years now, the Maurice Lacroix (ML) brand has no longer been one of the "little ones" in the watch industry. To do justice to this development, Honegger von Matt designed a positioning for the Basel Watch and Jewelry Fair that gives the watch brand a high-class aura of value. With the Triple A value system - authentic, sophisticated and open-minded - ML is taking a bold step away from the usual motifs of the life of luxury towards a brand that wants to anchor itself with uncompromising independence.Derived from this brand value, the creatives designed a print campaign that dispensed with large-format product shots, but instead focused on instincts as a classic of innate behavior. Incorporating the brand staple "Tomorrow's Classics", AD Simon Staub and copywriter/concept designer Christoph Hess developed an unusual combination of wilderness and luxury that generates the desired excitement in the viewer. To achieve this, the creatives chose animals that do not meet the criteria for cuddly toys suitable for advertising. Instead, they purposefully followed their instinct for classics. page 7