Consumer PR is being handled by Village and b2b PR is being handled by CMJ Media, a specialist PR, marketing and publishing company for the UK jewellery and watch industry, which has had a retainer with Casio since June 2013.
The campaign uses G-Shock’s tagline "never give up", and involves three short films based on true stories of "incredible people doing incredible things". The first, called No Sleep Till Bakewell, focuses on the story of climbers Tom Randall and Pete Whittaker.
The stories will have a dedicated hub in the newly relaunched UK G-Shock website.
The integrated marketing campaign includes outdoor posters to support retailers, a print campaign in lifestyle magazines and national newspapers, and a "strong paid-for and PR digital campaign".
It is hoped that more than 20 million people across the UK will see it.
Casio UK head of marketing Tim Gould said: "The new G-Shock campaign is multi-channel, which is important for us to ensure that we reach as many people as possible.
"The online hub will be the focal point of the campaign where consumers can completely immerse themselves with the stories and the brand ethos, as well as the G-Shock watches."