2012 Results

CAT 42 - Health, Beauty & Fashion Interactive (INT)

BRONZE

Leo Burnett Company (ITALY)

Montblanc Nicolas Rieussec Chronograph, "The Beauty of a Second"42-02554-INT
 

URL: http://awards.lbdevelop.com/montblanc/

Agency (city): Leo Burnett Co. Srl Milan - Italy

Creative Director(s): Executive Creative Directors: Paolo Dematteis ; Riccardo Robiglio; Web Creative Director Paolo Boccardi

Copywriter(s): Francesco Simonetti: Markus Johansson

Art Director(s): Andrè Gidoin

Short explanation

Montblanc has built its heritage on the writing instruments. In the last twenty years it has diversified in other product categories, but people still identifies the brand mostly with writing instruments.
In 2011 Montblanc created a chronograph as a homage to the man who invented it 190 years ago: Nicolas Rieussec.How could we get people to pay attention to the Rieussec chrono, the anniversary and build awareness for Montblanc as a watchmaker brand ?
Rieussec proved with his invention that inside a second there’s a lot more than one may think. So we challenged people to “seize the moment” and capture beauty in a one-second-long video that celebrates this small unit of time. The Beauty of a Second , the shortest short-film challenge ever was born.
We teamed up with film-director Wim Wenders and challenged people to to “seize the moment” and capture beauty in second-long videos. People competed online at montblanc-onesecond.com by uploading their one-second videos of beauty. They could also compete to make the best compilation of second-long videos. The site was built for sharing, creating, and experiencing the smallest units of time to pay homage to the invention of the chronograph, by Nicolas Rieussec. The site was built around the dials of the Montblanc tribute chronograph - and the units they count.

Description

The Beauty of a Second , the shortest short-film contest ever.
We teamed up with film-director Wim Wenders and challenged people to to “seize the moment” and capture beauty in second-long videos. People competed online at montblanc-onesecond.com by uploading their one-second videos of beauty. They could also compete to make the best compilation of second-long videos. The site was built for sharing, creating, and experiencing the smallest units of time to pay homage to the invention of the chronograph, by Nicolas Rieussec. The site was built around the dials of the Montblanc tribute chronograph - and the units they count.