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March 2019

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On February 24, 2019, the 91st Oscar Academy Awards ceremony was grandly unveiled at the Hollywood Dolby Theatre in Los Angeles, USA, and reviewed and awarded 2018 outstanding film works. The success of the awards ceremony also announced the successful conclusion of the 91st Academy Awards. American director, screenwriter, actor, producer Spike Lee, British actor Nicholas Hoult, American director, producer, screenwriter Barry Jenkins, Greek director Yorgos Lanthimos and British actor Richard E. Grant both wore Jaeger-LeCoultre watches to attend the 2019 Oscar awards ceremony. At the Oscar Awards ceremony, the film “Black Party” (BlacKkKlansman) directed by Spike Lee won the “Best Adapted Screenplay Award”. That night, he wore the Jaeger-LeCoultre Reverso Classic double-time zone small seconds watch at the awards ceremony. It is worth mentioning that the film also won the “Best Adapted Screenplay Award” at the 72nd British Film Academy Awards Ceremony.

Richard E. Grant was nominated for the Best Supporting Actor Award for his wonderful performance in the film “Can You Ever Forgive Me”. He chose to wear the Jaeger-LeCoultre Master Ultra Thin Date calendar watch to appear on the 91st Oscar red carpet. British actor Nicholas Hoult,who has participated in the film “The Favourite” chose to wear the Jaeger-LeCoultre Reverso Classic Duoface watch to attend the 2019 Oscar red carpet. This square watch has always been elegantly designed and designed to display dual time zones with the double-sided design. It is very convenient and has become the symbol of JLC. It is the most suitable choice for the Oscar Awards. The film “If Beale Street Could Talk”, created and directed by Barry Jenkins, was nominated for the “Best Adapted Screenplay Award.” He chose to wear the Jaeger-LeCoultre Master Ultra Thin Small Second watch to appear on the red carpet. And the film won the “Best Film Award” and “Best Director Award” at the 34th American Independent Spirit Awards. The film “The Favourite” was shortlisted for the “Best Director Award” and “Best Film Award” at this year’s Oscar awards ceremony. The film director Yorgos Lanthimos chose to wear the Jaeger-LeCoultre Master Ultra Thin Moon-phase watch on the red carpet.

Not only that, but the Jaeger-LeCoultre watch also appeared with the Timothée Chalamet on the Oscar red carpet show last year. After the Golden Globe Award and the British Film Academy Award nomination, Timothée Chalamet was nominated for the best actor in the 2018 Oscar for his outstanding performance in the film “Call Me By Your Name”. He is one of the youngest best actor nominees in Oscar history. At that time, he elegantly appeared on the red carpet in a white dress with the Jaeger-LeCoultre Reverso Tribute double time zone watch, highlighting his noble and charming temperament.

On February 21, 2019, IWC and Bradley Cooper announced a unique charity project. Famous filmmaker and IWC brand ambassador Bradley Cooper will wear the IWC watch of the large-scale pilot watch with the exclusive pattern on the back of the watch, attending the 91st Oscars Academy Awards ceremony. The watch will then be auctioned by Sotheby’s, and IWC will give the entire auction to the Anthony St. Ashley Youth Foundation to continue supporting the charity projects of the Arrimage Association, which is dedicated to teaching visually impaired children how to read pictures through touchBradley Cooper became the IWC brand ambassador in 2018 and launched a global advertising campaign with the brand. Cooper participated in the screenwriter, director, production and starring role in the film “a Star is born.” The film won eight Oscar nominations, including: “Best Actor Award”, “Best Film Award”, “Best Adapted Screenplay Award”, “Best Actress Award”, “Best Supporting Actor Award”, “Best Original Music Award”, “Best Photo Award” and “Best Sound Effect Award” .He was also nominated for an Oscar for his highly acclaimed performances in “The Line of Happiness Behind the Dark Clouds”, “American Scam” and “American Sniper”.

On February 24th, the 91st Oscar Awards ceremony was held at the Hollywood Dolby Theatre. Bradley Cooper wore the IWC Large Pilot Watch (model: IW500923) to attend the ceremony. The watch is equipped with a night blue dial and the case is made of 18K 5N gold. It is equipped with the IWC self-made 51111 calibre. Its spring automatic oscillating weight and the Peleton Pawle Winding System provide a 7-day power reserve. The back of the watch is engraved with a unique pattern, which is derived from a classic line in the famous novel “Little Prince” by Anthony St. Ashley. “It is only with the heart that one can see rightly.”

IWC will donate the proceeds of the auction to the Anthony Saint-Exupéry Youth Foundation to support the Arrimage Association in Nice, France. The association was founded by Dr. Claude Garrandes, a French blind artist and teacher. One of the important items is to teach visually impaired children to read two-dimensional pictures through tactile sensations. In order to achieve this goal, Arrimage pioneered the relief illustration and made the tactile art book “Little Prince”. Thanks to this, blind children also have the opportunity to learn to paint.

“Supporting children and adolescents with disabilities is one of the cornerstones of our corporate social responsibility. I am delighted to have the opportunity to join our brand ambassador Bradley Cooper and the Anthony Saint-Exupéry Youth Foundation to support the Arrimage Association. Christoph Grainger-Herr, CEO d’IWC Schaffhausen said.

On March 4, 2019, this special watch was finally successfully sold at a high price of $60,000. IWC will donate all of the auction proceeds to the Antoine de Saint-Exupéry Youth Foundation to help the Foundation support the Arrimage Association’s charity project.

The reverse marketing of Heineken wants you to drink less, drink slowly, or even never drink.

The marketing method of any product is to evoke the desire for consumption, and thus stimulate the sales volume. However, Heineken, a Dutch brewer, first cooperated with internationally renowned DJs to promote “slow down, jump a little more”, and then sponsor the F1 event, and want fans to drink less.

Although Heineken is a beer brand, it has always spared no effort in promoting rational drinking. In addition to the global subsidiaries, they must use 10% of the marketing budget every year.
In 2014, Heineken found the world’s first DJ “Armin van Buuren” in the world, and jointly promoted the concept of “Dance More Drink Slow” to make the nightlife more exciting, and drink less will not cause a personal or social burden.

The same propaganda technique continues to the later “Hero”. Through the independent view of modern women, the change of “man will drink is the strong” is the established impression. Drinking drunk is a bear, and rational drinking is a “true hero”, even if The same is true in the night world of feasting.

In 2016, Heineken announced that he would enter Formula One(F1). By becoming a global partner, he upgraded the concept of “slow a little slower” to “If you want to drive, do not drink alcohol”. The revered Scottish F1 driver Sir Jackie Stewart, who has used technology for 50 years, expressed his belief in driving without drinking.

The Heineken classic green bottle can be seen everywhere on the F1 track, but it is covered by a red steering wheel to convey the concept of drinking without driving.

By 2017, when the fans walked into the bloody F1 track, Heineken’s trademark and the highly recognizable green beer bottle were everywhere, but the bottle was covered by a large red steering wheel. Looking from far away, it is like the banner of “anti-Heigen”, and the slogan “When You Drive Never Drink” next to it is impressive and fully fulfills the social responsibility of promoting “drinking without driving”.

TAG Heuer Silverstone CAM2110.FC6258 Watch

In addition to a little humor, this setting also fully demonstrates Heineken’s creativity and boldness. After all, what is more, convincing than the person who sells wine to tell you not to drink and drive? For Heineken, this is undoubtedly controversial and challenging marketing, but the cooperation with the world-class event F1 really helps to open brand awareness in more countries. Together with the two sides will work together to promote anti-drunk driving-related activities, and then bring huge business opportunities and topics, but also continue to promote the concept of rational drinking in an innovative way.

Remind you: Prohibition of drunk driving Overdose is harmful to health