CITIZEN Sustainability
Making Difficult Concepts Accessible Through Fiction
CITIZEN Watch is one of the few manufactures in the world capable of consistent production of all watch components. Since the 1970s, CITIZEN has been an early pioneer in sustainable watchmaking, focusing on utilizing natural energy and developing innovations like the “Eco-Drive” light-powered technology.
Unlike product promotion, corporate sustainability initiatives can be difficult to engage with unless there is prior interest. This website and concept movie aim to help more global audiences experience CITIZEN's activities and their desire to “deliver enriching time to everyone, even in the future” in an approachable way.
We created a fictional “Sustainable Tree” and designed a story about how CITIZEN has carefully nurtured this tree since its founding. By deliberately avoiding photographs and instead communicating through illustrations that symbolize each initiative, we built a system that encourages exploration of the website driven by intellectual curiosity.
Web / App
The warm illustrations visualizing Citizen’s sustainable initiatives received significant response from international users and were transformed into merchandise such as eco-bags. This successfully appealed to audiences we hadn't previously reached.
Credit
- Creative Direction
- Art Direction
- Design
- Copywriting
- Planning
- Produce (Web)
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- Tomoaki Endo *
- Web Direction
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- Tomoaki Endo *
- Web Development
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- Ryo Ikeda *
- Web Design
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- Aki Makita *
- Produce (Movie)
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- Asami Yumeda *
- Animation
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- Tetsuya Tatamitani *
- Music
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- Yuji Iwamoto *
- Illustration
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- Komaki Seki *
- Produce
* Non-NDC staff
