Maurice Lacroix - Never stop moving Concours Terminé

Début 16 décembre 2010 Fin dimanche 13 février 2011 23h59 UTC Délibération Résultats mars 2011
16 décembre 2010
dimanche 13 février 2011 23h59 UTC
mars 2011
Maurice Lacroix presented its first manufacture model in 2006, featuring a hand-wound movement. In 2011, the brand launches the new Masterpiece Manufacture Automatique models: a total six watch references within the Masterpiece collection featuring the new manufacture automatic movement (no need to hand-wound anymore) that is fully manufactured in-house. To celebrate this significant movement, Maurice Lacroix is inviting creative talents to create video/animation demonstrating the spirit of the new Manufacture Automatique - automatic, impact and emotion (please read appendix for more background information).

The Brief:
An automatic clock is almost like a perpetual motion machine: as soon as you move the wrist a little, the clock will keep on running. In brief, an automatic clock is always in motion. This insight is our claim for “Never stop moving”. But this simple sentence has more importance. It shows the permanent conviction Maurice Lacroix invests into bringing its Masterpiece to a higher stage. Masterpice manufacture watches are now automatics.
We want you to tell us what is your conviction. What is the one thing that you’ll never stop pursuing no matter what challenges life throws at you? Through a 30 – 60 sec video/animation, tell us what is that one motivation in your life that keeps you in motion. That you will never stop moving until you get it.

Video/animation must express the core values of Maurice Lacroix: Authentic, Contemporary, Confident.(Please refer to appendix for more information on the core values)

To include the line “Never stop moving” and Maurice Lacroix logo in the last frame. Logo can be downloaded here.

To use Futura as the font for all copy or free equivalent downloadable here

Tone of Voice
Luxury and prestige

Pack shot of a Maurice Lacroix watch can be downloaded here. It is optional to include the pack shot in the video/animation.

Who can participate?

Anyone who is in pursuit of a passion and wants to share their conviction.

What’s the medium?

30 – 60 sec Video and Animation

Contest duration

Start Date: 17th December 2010
End Date: 10th February 2011
Time: 11:59 PM

Entry specification
- Minimum 640x480 PAL, MOV / WMV / AVI / MP4,
- Encoding: MPEG 4, H.264, XVID, Video Rate: 400 kb/s minimum,
- Audio Rate: 64 kb/s
- Duration of your work should be 30-60 seconds
- If you are selected as a winner, you must supply the original working files in 720p and 1080p High Definition version, so make sure to keep an HD or uncompressed MOV version of your work

Do’s & Don’ts

- If you’re using text/subtitles in your work, it must be in English
- No restrictions on the number of submissions per participant
- Entries must be original and exclusive to the participant, true and verifiable
- You MUST use music and images that are rights-free. It is your duty to ensure that all elements you use do not infringe any copyrights. Please include the following statement on your media description bloc once you have uploaded your work: “All elements used in part or in whole have rights cleared for usage in the Maurice Lacroix Call for Entries
- eYeka Asia has the right to reject entries containing obscene, racist, unethical, dangerous, violent or legally objectionable material, or material that may infringe upon any person’s personal or property rights. Such entries will be immediately disqualified and not allowed on the Call for Entries.

Entries that do not meet the above listed criterion will be disqualified. For any further questions, please send an email to:


Maurice Lacroix has repositioned both brand and product portfolio by launching the new “Follow your convictions” campaign. One of the milestones that Maurice Lacroix has achieved and is now recognized by both trade & press as a true watch “manufacturer”. However, this mention is mostly relevant to the industry and few “in the know” consumers, not core target consumers.

In 2011, Maurice Lacroix is launching its 1st manufacture movements with an automatic winding mechanism on its upper range of in-house developed and produced watches. This is another important milestone for the brand.

Besides the fact that the manufacture competence is not such relevant for our target consumers, the prestige and the skill reached through this launch can be considered in the consumers eyes as more perfection, quality and practicality. In the competitive environment, this strengthens the perception, the differentiation and the positioning of Maurice Lacroix.


Prix du Jury

  • #1 Prix 7 000 €
  • #2 Prix 2 500 €
  • #3 Prix 800 €
  • #4 Prix 800 €
  • #5 Prix 800 €