TAG Heuer has tapped into youth culture with a new social first campaign featuring 15-year-old UK world champion skateboarder Sky Brown.
Set against the backdrop of London’s Tower Bridge, brand ambassador Brown demonstrated her favourite tricks – including the Japan Air – while skating on an innovative, custom-built TAG Heuer half-pipe measuring over four metres high.
Brainchild of creative agency WING, the stunt involved placing the half-pipe between two of London’s famous double-decker buses, which were sent down the River Thames on a floating barge.
The social campaign launched with a hero video and series of stills posted on TAG Heuer’s social platforms, including Instagram, Facebook, TikTok, YouTube and X.
TAG Heuer UK marketing and digital director Rachel Walsh said: “Sky has been a part of the TAG Heuer family since 2022 and we were thrilled to welcome her in the UK for this exceptional project in this iconic London location”.
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The campaign is WING’s second for the brand, building on a previous project featuring professional snowboarder Aimee Fuller in 2021, for which she became the first person to ride an e-foil down the Thames.
WING founder and creative director Will Ingham said: “This campaign is a testament to TAG Heuer’s passion, the indomitable spirit of Sky Brown and the vibrant energy of London”.
“By seamlessly blending the worlds of skateboarding and urban landscapes, we aimed to create a spectacle that would captivate audiences whilst embodying TAG Heuer’s values of precision, action and high-performance.”
Following the display, the half-pipe will be donated to Flo Skatepark in Nottingham – a charity-run facility that aims to inspire locals to embrace the sport – solidifying the watch brand’s commitment to the skating community.
