Swatch Watch: "THE MUSEUM THAT BECAME A WATCH" Promo / PR Ad by Publicis Dialog

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SWATCH DO BRASIL CLAC IMPORTAÇÃO
Product/Service: BRASILIA 50TH ANNIVERSARY
Agency: PUBLICIS BRASIL
Agency: PUBLICIS DIALOG
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Copywriter: Rodrigo Strozenberg (Publicis Brasil)
Art Director: Erico Braga (Publicis Brasil)
Account Executive: Fernando Silva (Publicis Brasil)
Production: Rita Vilarim (Publicis Brasil)
Production: Flávio Zamboni (Publicis Brasil)
Account Executive: Serge Crespin (Publicis Dialog)
Planning: Luciana Minami (Publicis Dialog)
Production: Camila Sassakura (Publicis Dialog)
Projection: (Visual Farm)
Media placement: National Museum - Oscar Niemeyer Museum - 20 April 2010

Results and Effectiveness
'The Museum that Became a Watch' went down in history as the official countdown clock for Brasilia’s 50 years. The idea ended up in magazines, newspapers, sites, blogs, social networks and was news in the country’s main news shows. The result in spontaneous media reached R$5,000,000. An event for 700 guests impacted over 35 million people. Swatch consolidated its image as an original and innovative brand, and became dear to Brazilians even being a Swiss brand.

Creative Execution
Transform the National Museum, one of Oscar Niemeyer’s most important projects, into a huge Swatch watch. A 57m wide, 17m high Swatch watch was projected onto the museum dome, minutes before midnight, and ticked away the seconds in a countdown to the city’s 50th anniversary. The museum became an original communication platform to celebrate the 50 years of the national capital, pay homage to Oscar Niemeyer and divulge the Swatch brand in a completely unexpected way, in line with the brand’s characteristics.

Insights, Strategy & the Idea
'The Museum That Became a Watch'. The national capital of Brazil – Brasilia – was about to complete 50 years of existence. Swatch wanted to make a mark in these celebrations, get closer to its consumers, showcase its involvement with Brazil and consolidate its image as authentic and entertaining. But Swatch knew that only a very powerful idea would be capable of impacting a much larger crowd than the 700 guests of the event. Following the brand’s authentic and irreverent characteristics, we took advantage of the 50th anniversary of the national capital – which had massive coverage from all types of media in the country – to develop an unexpected event: the projection of a Swatch watch on the dome of the main Brazilian museum, which was designed by Oscar Niemeyer, an icon in world architecture.