any. second. now.

Sekonda launches a bold new campaign created by VCCP that underscores the anticipation that every second holds

Today, British watch brand, Sekonda, launches a bold new integrated campaign with VCCP Blue and VCCP Media which aims to position its high-quality, reliable, and stylish timepieces and smart wearables as a staple for a younger Gen Z generation.

Marking VCCP Blue and VCCP Media’s first work, the campaign leans into embracing the journey and what might happen. ‘any. second. now.’ champions the anticipation that every second holds whilst challenging the conventions of the watch category: rather than selling status symbols, the work emphasises that Sekonda’s stylish, affordable are for the many, not the few.

At the heart of the campaign are six 10” films directed by Jack Kenyon through production company At Collective. Each spot focuses on a different moment of anticipation, leaving the viewer uncertain as to what happens next. From a long fingernail getting dangerously close to a bubblegum balloon, to a game of ‘pass-the-parcel’ and someone trying to build a tower of playing cards, each film spotlights everyday moments. Ideated by VCCP Blue creatives Joanne Channing and Hannah Talbut, the campaign idea was originally presented during the successful pitch. 

Out of home imagery showcases Sekonda’s product line-up with a suite of moving portraits, reflecting the variety of captivating but simple moments across AV, OOH and social, with stills photographed by Jack Kenyon. All creative and assets were produced by VCCP Blue, with artworking and art buying supported by VCCP’s global content creation studio Girl&Bear.

As well as championing Sekonda’s traditional timepiece watches, ‘any. second. now.’ launches the brand’s new smart ring, emphasising the benefits of wearables. Despite having been around for a while, the benefits of smart rings remain relatively unknown. From “heart. rate. rising.” to “learns. your. cycle.”, each spot uses the campaign’s three-word language system and a distinctive revolving graphic, to showcase the core benefits of wearable tech.  

Media planning and buying was led by VCCP Media: whose strategy aims to position Sekonda as a youth fashion brand. The media strategy connects Sekonda directly to the thrill of anticipation by using the media as a literal countdown to the moments Gen Z cares about most. The campaign is supported across a variety of channels, combining  high-impact digital OOH instalments near key student zones and retail centers with pre-emptive video formats across Prime Video, Netflix, and YouTube. To drive relevance for the brand and authentically showcase Sekonda’s products, VCCP Media also developed a creator strategy across TikTok and Instagram which aims to drive authentic product showcases, supported by Snapchat first-view placements. 

Janet Gough, Marketing Director at Time Products (UK) Limited said: “We are delighted with our new campaign ‘any. second. now.’ plus our refreshed Sekonda brand world and are so proud to see everything live. VCCP Blue and VCCP media have been a pleasure to work with on the strategic thinking, creative development and media planning of the campaign. They have shown a deep understanding of the target audience, got under the skin of the Sekonda brand and demonstrated incredible creative work from core idea all the way through to production and out the other side. Our partnership has started with a bang and long may it continue.”

Ciara O’Meara, Deputy Executive Creative Director at VCCP added: “‘any. second. now.’ has  been a brilliant team effort between Sekonda, VCCP Media and VCCP Blue. We’re thrilled to see the work going out so swiftly after our pitch and are excited about Sekonda’s challenger ambitions for the future.”

The campaign launches today and will run until January 2027 across TV, social, OOH and retail.

Source: VCCP Blue

  Advertising, Campaign, Girl&Bear, Marketing, Sekonda, Time Products (UK) Limited, VCCP, VCCP Blue, VCCP Media