Own It
Celebrating the Big Bang’s 20th anniversary with Hublot’s new CEO
To mark the 20th anniversary of Hublot’s iconic Big Bang collection, we rewrote the rules of luxury and created a social-first campaign that echoes the audacity and playfulness of the brand, with the help of the internet’s reigning feline.
Known for rewriting the rules of luxury, Hublot is the antithesis of quiet design. Challenging the status quo of watchmaking with bold product design, Hublot wearers aren’t afraid to stand out.
The introduction of the Big Bang collection two decades ago ignited a shift in the industry by daring to fuse unconventional materials and disregard traditional tropes in watchmaking.
Channeling this energy, we launched “Own It” – a bold departure from polished luxury, crafted to spark genuine connection online and turn Hublot’s audience into devoted fans. “Own It” is a bold and unapologetic call to action, and an uncompromising mindset – a mantra that perfectly captures the authentic, loud, and polarizing spirit of Hublot.
And who better to capture this fearless attitude than the one and only Choupette, the star of the campaign who doesn’t have a wrist or know how to tell the time. Choupette is a cultural icon known for her haute lifestyle and unfiltered personality and brings her signature attitude to a campaign that celebrates outrageous confidence and radical individuality that define both her and Hublot.
We teased our campaign on TikTok and Instagram with assets of Choupette ‘modelling’ the Big Bang 20th Anniversary Red Magic watch. Captured by visionary photographer Carlijn Jacobs, these assets are a series of striking, high fashion visuals interspersed with meme-inspired content. With this, we embraced the new language of luxury on social media, engaging people with storytelling, playfulness and unpredictability.
From ‘failed’ takes to Choupette’s diva moments, the campaign is far from another polished luxury marketing campaign. Including behind-the-scenes footage it offers a rare, self-aware glimpse into a luxury world that doesn’t take itself too seriously. Putting this low filter lens on high luxury allows Hublot to break the fourth wall and bring its audience into the moment, rather than observe from afar.
Following Choupette, the campaign continued to roll out on social spotlighting another icon, the Big Bang 20th Anniversary Titanium Ceramic piece, seen on a powerful athlete unapologetically working out right in a gym locker.