NEW YORK, Feb 6, 2009 / FW/ — In a unique three-year agreement that is more of a synergistic partnership than commerce, TAG Heuer announced last January 29 that Leonardo DiCaprio as its Brand Ambassador with the royalties generated from the deal going to support the Natural Resources Defense Council (NRDC) and Green Cross International.
Better known as an actor than an environmental activist, Leonardo DiCaprio has a long history of environmental philanthropy. Co-writer, co-producer and narrator of The 11th Hour, a well-received 2007 documentary on the world’s eco-system, DiCaprio speaks regularly on ecological issues and is a prominent board member of NRDC.
DiCaprio’s commitment to sustainability and children in need will be the cornerstones of his partnership with TAG Heuer over the next three years. In addition, a multi-million dollar commitment from Mr. DiCaprio will go to support environmental charities.
“TAG Heuer is a strong brand with a proven commitment to doing good,” said DiCaprio. “It is a great day when a company as respected as TAG Heuer explores a different way to do business—selling products and giving back at the same time. I’m very excited to start this new partnership.”
Leonardo DiCaprio has won more acclaim than most actors of his generation. A three-time Oscar nominee, winner of a Golden Globe and a Silver Berlin Bear award for Best Actor for The Aviator and Romeo + Juliet, DiCaprio received in 2009 his 7th Golden Globe nomination for his latest film Revolutionary Road. In 1997, DiCaprio achieved mythic box-office status as Jack Dawson in Titanic, history’s highest-grossing film.
Photos courtesy of TAG Heuer