‘TIME DOESN’T SLEEP’ for G-SHOCK: The Activation

During Amsterdam Dance Event, the Time Doesn’t Sleep campaign came to life inside Hoxton Lloyd, where 25th Hour created an immersive brand activation built around the G-SHOCK DW-5600UBB-1. For one night only, the Breman Brasserie became a meeting point of worlds: Amsterdam met Paris as Jângäl joined forces with G-SHOCK and Parisian powerhouse Sixtion, with sound, style and attitude converging under one roof.

Sixtion delivered the fast, driving heartbeat of Afro-descendant sounds, while Jângäl gathered a constellation of creators, wanderers and late-night visionaries who shaped the room with intention. Sharp sets, real connection and a crowd moving in sync defined the atmosphere. No timelines, no pretense, just a moment that hit different.

Through curated installations, programming and spatial design, the activation extended the visual and cultural universe of Time Doesn’t Sleep. Produced by 25th Hour Agency, the night served as the campaign’s live expression during ADE, capturing the rhythm, endurance and spirit embodied by the DW-5600UBB-1.