Client: TomTom
Project: Global Campaign Concept & Creative Direction
Sector: Wearable Tech, Music, Sports & Lifestyle
TomTom was set to launch a new generation of wearable devices: sports watches pre-loaded with an MP3 player and an exclusive partnership with Ministry of Sound. The product offered a fresh proposition, music without your phone. The brief was to create a bold global campaign that could communicate the emotional and functional power of “music on your wrist” in an instantly compelling way.
Challenge
TomTom was set to launch a new generation of wearable devices: sports watches pre-loaded with an MP3 player and an exclusive partnership with Ministry of Sound. The product offered a fresh proposition, music without your phone. The brief was to create a bold global campaign that could communicate the emotional and functional power of “music on your wrist” in an instantly compelling way.
Approach
On behalf of GreenRoom Amsterdam, a campaign concept was developed that transformed the functional benefit into an immersive experience. The idea: a musical journey, powered by movement. The visual world leaned into rhythm, pulse, and energy with bold, dynamic compositions connecting fitness, freedom, and sound.Creative assets were tailored for global markets and included video, retail displays, social assets, and POS, all centered around the fusion of sport, music, and tech. The Ministry of Sound partnership added iconic credibility, amplifying the campaign’s cultural relevance.
Outcome
The campaign successfully positioned TomTom’s new product line as more than a smartwatch, but a personal sound system for the active, music-driven lifestyle. It elevated the brand's presence in the wearables category and introduced a fresh emotional hook: freedom through sound.