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Military Precision

The Challenge

  • We were briefed to come up with a concept for a launch activity to introduce two new Breitling models to the popular Colt collection: the Colt Chronograph Automatic for males and the Colt 36 for females.
  • Our objectives were to raise awareness of the Breitling brand and the two new models to both men and women in the Middle East and bring the adventure of Breitling to life through a unique launch event.

The Insight

  • Breitling is known for its sense of adventure and for its passion for the skies, while the name Colt is synonymous around the world with firearms and originally intended for the armed forces.
  • We wanted to bring the essence of the Breitling brand to life through a uniquely themed launch event allowing guests to enjoy an experience that combined both military and aviation elements.

Creative Solution

  • An exclusive event aimed at high profile influencers designed to bring to life the brand and product story.
  • Reinforcing luxury messages, influencers were flown from Dubai to Abu Dhabi and treated to an exclusive firearms lesson, an activity inspired by the winning spirit, adventure and name of the Colt collection.
  • Following the adrenaline filled morning guests were treated to a sumptuous lunch at Stratos restaurant – One of the first revolving restaurants in Abu Dhabi giving another nod to Breitling’s passion for the skies.


The event was attended by eight members of the Middle East media; attendees included female and male lifestyle publications as well as Middle East daily newspapers, The National and Sports 360.

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Launching Project V

Be Bold.

It’s time to come off the fence:

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