The Brand: The lifestyle of the G-Shock user is a very painful one. Their passtimes - skateboarding, mountain biking, backyard wrestling - often result in bodily injury. Not that they seem to care.
The Campaign: To connect with these pain-desensitized thrill seekers required a fresh tone, a little humor and a lot of blunt force honesty. The watches took whatever these masochists dished out. So, with a modern spin on the old Timex "Licking / Ticking" promise, "YOUPROOF" was born.