MONTBLANC Digital, Case study THE BEAUTY OF A SECOND by Leo Burnett Milan

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Digital, Interactive & Mobile, Case study
Market Italy
Agency Leo Burnett Milan
Art Director Andrè Gidoin
Digital Creative Director Paolo Boccardi Creative Director Arc
Released May 2012


Cannes Lions 2012
Direct Lions Direct Response Digital: Websites, Microsites & Banners Gold
Promo and Activation Lions Durable Goods Silver
Direct Lions Other Consumer Products (including Durable Goods) Bronze

Credits & Description

Entrant: Leo Burnett Milan, Milan
Montblanc Nicolas Rieussec Chronograph - "The Beauty of a Second"
Corporate Name of Client: Montblanc International GmbH
Agency: Leo Burnett Milan, Milan
Executive Creative Directors: Paolo Dematteis/ Riccardo Robiglio
Copywriters: Francesco Simonetti/Markus Johansson
Art Director: Andrè Gidoin
Digital Creative Director: Paolo Boccardi
Music Composer: Marcus Loeber
Description of the Project
The Beauty of a Second is an international campaign for Montblanc chronographs conceived for the web and a worldwide audience and target. The simple idea was to ask people to create a one-second-long video that celebrates the fragile beauty that can be found in this small unit of time.

We depended on a type of content with a universal language. An idea so simple anybody, no matter their nationality, could be moved by it, and feel welcomed to participate.

We made the user-generated videos submitted to the contest become branded content in blogs, news-sites and channels like Vimeo, in a virtuous circle that made the project grow spread itself to all corners of the world.