Made for the adventurous and the mission-driven, Luminox came to us to create a campaign that would build on the emotional value of their watches while also highlighting their main USP: a proprietary illumination system that keeps the watches glowing day and night for more than 25 years. We came up with the Every Second Counts campaign as a way to bring together the feelings one experiences on any great adventure, whether it’s making it to the top of a mountain, free-diving in the ocean, a race against time, or embarking on a mission in the name of your country. We launched Every Second Counts across print, film, digital, and social media.