The Japanese watch brand Citizen was founded in 1930 and with this visual brand statement it wants to shows that it never stopped moving forward. Citizen believes that “no matter who you are and what you do, it is always possible to make something better.” That sounds like a truism. More distinctively though Citizen also believes that now is always the time to do so, hence the pay off: “Better starts now.” Wieden+Kennedy Tokyo collaborated with Dutch filmmaker Johan Kramer (100% Halal) who likes to use old school cameras, such as – in this case – a hand-cranked 35mm camera and VHS camera. It works very well for this commercial, since it clearly brings back the history of the famous watch brand. What we like about it especially is that each stage of Citizen’s history has become a little work of its own. Even with its own ‘The End’ titles – designed by Young Jerks. The film was shot by Lex Brand and post produced by MPC Amsterdam.