OMEGA Moonwatch x PGA
From the moon to the fairway.
EARNED MEDIA STUNT AND PGA ACTIVATION
OMEGA arrived at the 99th PGA Championship with a milestone to celebrate. The brand’s legendary Speedmaster had just turned 60. First qualified by NASA in 1965 and worn on all six lunar landings, the watch earned its nickname: the Moonwatch. As an official patron of the PGA of America, OMEGA saw the tournament as the perfect stage to bring two parts of its identity together: space exploration and elite sport.
We kicked off championship week with something unexpected: we turned two of golf’s biggest stars into astronauts. OMEGA ambassadors Rory McIlroy and Sergio Garcia suited up in full astronaut gear and piloted a custom-built lunar rover around Quail Hollow Club, surprising fans during practice day as the moment spread across social media. The stunt turned a traditional sponsorship into a playful brand moment connecting OMEGA’s space heritage with the world of professional golf.
RETAIL EXPERIENCE
The experience continued inside the PGA merchandise tent, where we built an interactive entrance installation leading fans to our OMEGA retail space. Oversized screens brought Rory McIlroy and Sergio Garcia into the hallway, walking beside guests, showing off a few tricks, and occasionally stopping to pose for photos. The experience guided guests deeper into the brand’s retail display.
In a separate fan engagement space on the course, we also created the OMEGA Box Challenge. Guests were invited to chip a golf ball into an OMEGA watch box for a chance to win a watch.
Scope.
• Earned Media Stunt
• Experiential Design
• Retail Brand Environment
• Digital Fan Interaction
• Rover Design
About.
Role: Creative Director
Contribution: Creative direction, art direction, design, and copywriting
Agency: Havas Sports & Entertainment