20th Anniversary Art by McCann Tokyo for Casio

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20th Anniversary Art

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Film, Digital, Interactive & Mobile
Market Japan
Agency McCann Tokyo
Executive Creative Director Isamu Nakamura
Creative Director Keiichiro Takahashi
Art Director Keiichiro Takahashi
Copywriter Isamu Nakamura
Photographer Yuji Uenoyama
Released July 2016

Awards

Epica Awards 2016
Advertising Photography Advertising Photography Silver
Luxury & Premium Brands Luxury & Premium Brands Silver - Film

Credits & Description

Product: G-SHOCK MR-G
Advertiser: CASIO
Agency: McCann Erickson Japan (Tokyo)
Executive Creative Director: Isamu Nakamura
Creative Director: Keiichiro Takahashi
Art Director: Keiichiro Takahashi
Copywriter: Isamu Nakamura
Film Director: Satoshi Onda
Photographer: Yuji Uenoyama
Production Company Producer(s): Motoi Fujiwara
Production Manager: Toru Hara
Bonsai Artist: Yoko Uda / Daisuke Kishi
Description: Since appearing as the first metal-cased G-Shock in 1996, 20 years ago, MR-G has continued to evolve along with G-Shock’s history as the brand’s premier model. Now, to celebrate the series’ 20th anniversary, we unveil “G-SHOCK x BONSAI”—art pieces that embody MR-G’s product concept.
The Japanese traditional horticultural craft of bonsai encapsulates the beauty and harshness of nature in a small universe and is able to keep living for centuries. In the same way, with its solar battery and titanium casing, MR-G encapsulates the technologies to keep perpetual time in its small body. What ties them together is the Japanese passion for precision and craftsmanship, and both have been represented inside the watch box.
The concept video shows how MR-G continues to keep accurate time within the bonsai as it grows, weathering rain and wind. Over a three-month period, we captured over 70,000 shots in time-lapse photography, which have been edited together into this video.
Contained within a diameter of just 50mm is precision technology to keep time in perpetuity. The marriage of state-of-the-art technology and advanced craftsmanship has borne MR-G, the epitome of Japanese watch-making.