2012 Results

CAT 47 - Online Films (INT)


Leo Burnett Company (ITALY)

Montblanc Nicolas Rieussec Chronograph, "The Beauty of a Second"47-02556-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

We teamed up with film-director Wim Wenders and, in a call to action viral video, we asked people to compete online at our website montblanc-onesecond.com by uploading their one-second videos. They could also compete to make the best compilation of the second-long videos.
The compilations of the best one-second videos submitted from the 4 rounds of the competition were also posted on Vimeo, leveraging the artistic approach of the video community.Selected by Vimeo for the front page, the compilations become branded content in blogs, news-sites and channels generating more views and submissions in a virtuous circle that makes the project grow by itself. We got thousands of facebook shares, tweets and blogposts. The beauty of a second inspired people to make their own edits inspired by the competition and after hundreds of requests we released the official soundtrack of the competition on iTunes.
The first compilation posted to vimeo received a million views in 10 days.
With a 3000% increase in submissions from the first to the third round.The competition was featured in GQ, Vanity Fair, New York Times, Forbes,Huffington Post, ESPN, The Independent and more. 4436 videos were submitted. An estimated total of 4 000 000 video views (submission views on site and off site). An estimated 40 000 000 media impressions (including video loads, headline loads, ambient media). We were at the South by Southwest festival Vimeo, Salon International de la Haute Horlogerie in Geneva and BOAS Award Ceremony in Berlin.


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. A global idea conceived for a worldwide audience and target, to build maximum awarness for Montblanc as a chrono and watch-maker brand.