MONTBLANC Digital The Beauty of a Second, 1 by Leo Burnett Milan

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The Beauty of a Second, 1

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Digital, Interactive & Mobile
Market Italy
Agency Leo Burnett Milan
Released August 2012


Epica Awards 2012
Branded Content Branded Entertainment Gold
Interactive Online Films Silver
Interactive Health, Beauty & Fashion Interactive Bronze
Branded Content Social Networks Bronze

Credits & Description

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
The Beauty of a Second is an online tribute to celebrate the 190th anniversary of the chronograph’s invention by Nicolas Rieussec, and the luxury Montblanc chronographs named after him.
The Beauty of a Second ‘s challenge people to explore a second and see the fragile beauty that lies inside this small unit of time. We created an online contest where everyone – professionals, amateurs, cell-phone camera enthusiasts – was invited to enter a one-second-long video.
Online, users could also paste and edit the second-long videos of their choice using a dedicated application containing different music scores. The best one-second video and one-minute playlist (like the dials on a chronograph) both have been selected and awarded by Wim Wenders.
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 celebrate the fragile beauty that lies inside this small unit of time. The user generated video edited together then become the branded content in blogs, news sites and channels like Vimeo, in a in a virtuos circle that makes the project grow by itself.