THE BEAUTY OF A SECOND TYPE by Leo Burnett Milan for MONTBLANC

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THE BEAUTY OF A SECOND TYPE

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Design & Branding
Market Italy
Agency Leo Burnett Milan
Executive Creative Director Paolo Dematteis - Riccardo Robiglio
Art Director Diego Mendozza, Elia Adami
Copywriter Francesco Simonetti
Released March 2012

Credits & Description

Category: Advertising Typography
Advertiser: MONTBLANC INTERNATIONAL
Product/Service: NICOLAS RIEUSSEC CHRONOGRAPH
Agency: LEO BURNETT
Executive Creative Director: Riccardo Robiglio (Leo Burnett Italy)
Executive Creative Director: Paolo Dematteis (Leo Burnett Italy)
Copywriter: Francesco Simonetti (Leo Burnett Italy)
Art Director: Diego Mendozza (Leo Burnett Italy)
Creative Director Design: Daniele Marrone (Leo Burnett Italy)
Graphic Designer: Alessandro Strickner (Leo Burnett Italy)
Art Director: Elia Adami (Leo Burnett Italy)
Media placement: album cover - iTunes - january 2012
Media placement: Montblanc Stand - SIHH Geneva - february 2012
Media placement: Screen projection - BOAS award ceremony in Berlin - march 2012

Describe the brief from the client
Montblanc created a chronograph as a homage to the man who invented it 190 years ago: Nicolas Rieussec. However, how could we get people to pay attention to the Rieussec chronograph, its anniversary and build awareness for a brand mostly known for its writing instruments?

The simple idea was to ask people to create a one-second long video that celebrates the fragile beauty of this small unit of time. Teaming up with film-director Wim Wenders we challenged people to 'seize the moment' and capture beauty in a second-long video, creating the shortest short-film challenge ever. People competed online at montblanc-onesecond.com

Describe the challenges and key objectives
Online, users could also paste and edit the second-long videos of their choice, using a dedicated application containing different music scores. The user-generated videos edited together then become branded content in blogs and channels like Vimeo, generating more views and submission. Following people's request, we realised an album, with the soundtrack of the The Beauty of a Second challenge. This was released on iTunes and Amazon. For the design, of the cover we come out with the idea of a 'Beauty of a Second' typeface.

Describe how you arrived at the final design
The idea behind Beauty of a Second Typeface, is the classic movie counter. So we teamed up with our design department to create, not just a static typeface, but something that you can also capture in your computer and easily move and animate for titles.

Give some indication of how successful the outcome was in the market
The animated version of The Beauty of a Second Typeface, with animation and title, was used at at the Salon International de la Haute Horlogerie in Geneva (www.flickr.com/photos/thebeautyofasecond/sets/72157629806817559/), at the Beauty of a Second Award Ceremony in Berlin (www.flickr.com/photos/thebeautyofasecond/sets/72157629806797265)