Swatch Design & Branding THE MUSEUM THAT BECAME A WATCH by Publicis Sao Paulo

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Industry Accessories, Bags, Leather, Watches & Eyewear, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues, Kevin Zung
Art Director Erico Braga
Copywriter Rodrigo Strozenberg, Gustavo Alves
Released April 2010

Credits & Description

Category: Environmental Design: Semi-Permanent
Product/Service: SWATCH
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: Marcelo Teixeira (Publicis Brasil)
Production: Flávio Zamboni (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Account Executive: Serge Crespin (Publicis Dialog)
Planning: Luciana Minami (Publicis Dialog)
Production: Camila Sasakura (Publicis Dialog)
Projection: (Visual Farm)
Media placement: Ambient Media - Oscar Niemeyer Museum - 20 April 2010

Describe the challenges and key objectives
Take advantage of the celebrations for the 50th anniversary of the Brazilian capital – Brasilia – to divulge the brand in a completely unexpected way.

Describe the brief from the client

Swatch, a Swiss brand, needed to get closer to Brazilian consumers and wanted to consolidate its image as entertaining and original, having design as a strong attribute.

Describe how you arrived at the final design
We brought together two icons of design – architect Oscar Niemeyer and Swatch –to transform a museum into a huge Swatch watch. An unprecedented partnership between Swatch and renown architect Oscar Niemeyer, responsible for the project of the National Museum in Brasilia – the Brazilian capital – created a Swatch watch with a unique design: the dome of a museum, 57 meters wide by 17 meters high.

Give some indication of how successful the outcome was in the market
The event ended up in magazines, newspapers, sites, blogs, social networks and was news in the country’s main news shows. An event for 700 guests impacted over 35 million people. The result in spontaneous media reached R$ 5,000,000. “The Museum that Became a Watch” went down in history as the official countdown clock for the Brazilian capital. Swatch consolidated its image as an original and innovative brand, and became dear to Brazilians even though it was a Swiss brand.