Just when you thought it was safe to go back into the city, Ulysse Nardin unveils its new shark infested on-line and off-line advertising campaign, appearing worldwide beginning May 2018 with different visuals and a film.

Ulysse Nardin’s new publicity campaign tells the story of one shark’s odyssey through metropolitan New York and Shanghai. The shark represents an off-kilter take on the marine theme, an essential element of the brand since its creation in 1846.

The campaign, created by Parisian agency Extreme, sets the “king of the ocean” out of context from the world of water and into an urban universe. The shark is seen in the streets of New York and Shanghai, far from the deep waters and reefs that are his natural habitat.

Dynamic and self-assured, this predator will never stop moving, or he will perish. He doesn’t wait for things to change: he provokes change.

The new visual identity and global strategy retains the ocean at the forefront of the brand’s identity.

‘Freaks’ are those exceptional, extraordinary, fantastic, non-conformist, and occasionally paranormal free spirits. #FREAKMEOUT, or “surprise me” is the rallying cry of the campaign, last used at the 2018 SIHH.

Ulysse Nardin is also invested in preserving the world’s oceans and intends to use the campaign to speak to those who are serious about sustainable development.

Sharks being a vital element of the ecosystem, they are crucial to the health of the planet and to our own survival. The disappearance of a species such as the shark would doubtless lead the way for the disappearance of thousands of others.

“This ‘shark in the city’ speaks directly to our aspirations with a fresh and audacious perspective. Anchored in the action, it creates an element of surprise.”

Patrick Pruniaux, CEO, Ulysse Nardin

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