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23 September 2003

OMEGA launches new international advertising campaign

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Prestige Swiss watch manufacturer OMEGA, Official Timekeeper of the London Fashion Week, today launched its new international advertising campaign in the presence of Cindy Crawford and star photographer Arthur Elgort. The stars unveiled the new campaign at a press conference together with Mr Stephen Urquhart, president of OMEGA. In the evening, there was a vernissage of unique behind-the-scenes stills from the photoshoot, including photographs taken by Cindy Crawford. <br/> <br/>

The new "Choices" advertising campaign goes back to the roots of OMEGA advertising by selecting the very best artists. Famous Vogue photographer Arthur Elgort was commissioned to shoot OMEGA ambassadors Cindy Crawford, Anna Kournikova and Pierce Brosnan especially for the campaign. The "Choices" theme aims to place these celebrities in credible, everyday environments that reflect their own lifestyle choices. The shoot was also unique in that it was the first time three OMEGA ambassadors had been brought together at the same time for an advertising photoshoot.



On the resulting visuals we see Cindy Crawford in the classic Austin Healey sports car, Anna Kournikova in the opulent setting of a top New York Hotel and Pierce Brosnan in one of New York's hottest clubs. The emphasis is placed on warm and emotional imagery, which is associated with a particular OMEGA timepiece. The visuals are intended to speak for themselves, with a concise text allowed only in exceptional cases. The new OMEGA advertising is scheduled to appear in high-quality fashion magazines and daily newspapers from October.



An additional photographer and film crew followed the whole two-day photoshoot, producing a fly-on-the wall record of the work on the new OMEGA campaign. Cindy Crawford also benefited from the advice of one of the world's most renowned photographers to move behind the camera for the first time ever and produce her own professional-quality stills.



Cindy Crawford and Arthur Elgort both appeared at the press conference alongside OMEGA President Stephen Urquhart to unveil the new campaign. Later on in the evening they were joined by other local celebrities at the Haunch of Venison Gallery off Bond Street, where guests were treated to a special exhibition of behind-the-scenes stills photography from the two-day photoshoot, as well as visuals from the new campaign and the photographs taken by Cindy Crawford during the shoot.



The new OMEGA advertising campaign will appear worldwide from mid-October 2003.


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