G-Shock has been ramping up the celebrations for its 40th anniversary. Following on from the launch of its ‘Built Different’ campaign last month, the resilient watch arm of the Casio brand has unveiled two dynamic activations to mark a momentous year in the brand’s history.
First G-Shock invited Slawn to collaborate on a never-before-seen performance art piece. The British-Nigerian artist annotated some exclusive G-Shock watches which were gifted to participants in an innovative ‘Helicopter Heist’ event. Set over the London skyline, G-Shock fans were encouraged to take to the streets to spot the branded helicopter as it hovered over the city. The hunt enabled an exhilarating experience for fans, and successful participants were entered into a competition to win an exclusive piece by Slawn, and to own a piece of the G-Shock legacy.
The next activation was an exclusive G-Session with Victory Lap Radio, which featured live performances from BXKS, Ayrtn, and Rushy. The entire event was creative directed by Clint419 and Kayode through their creative agency Actually Creative, and celebrated the anniversary with prizes for attendees throughout the night.
Visit g-shock.co.uk/collections/builtdifferent and check out the ‘Built Different’ campaign video below.
