THE BEAUTY OF A SECOND by Leo Burnett Milan for MONTBLANC

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THE BEAUTY OF A SECOND

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Italy
Agency Leo Burnett Milan
Executive Creative Director Paolo Dematteis - Riccardo Robiglio
Creative Director Paolo Boccardi Creative Director Arc
Art Director Andre Gidoin
Copywriter Markus Johansson, Francesco Simonetti
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Durable Goods Silver
Promo and Activation Lions Best Integrated Campaign Led by Promotion and Activation Bronze
PR Lions Consumer Goods, including FMCG and Household Products Bronze

Credits & Description

Type of entry: Product & Service
Category: Durable Goods
Advertiser: MONTBLANC INTERNATIONAL
Product/Service: NICOLAS RIEUSSEC CHRONOGRAPH
Agency: LEO BURNETT Milan, ITALY
Advertiser MONTBLANC INTERNATIONAL
Product NICOLAS RIEUSSEC CHRONOGRAPH
Entrant LEO BURNETT Milan, ITALY
Type of Entry: Product & Service
Category: Durable Goods
Title: THE BEAUTY OF A SECOND
Advertiser/Client: MONTBLANC INTERNATIONAL
Product/Service: NICOLAS RIEUSSEC CHRONOGRAPH
Entrant Company: LEO BURNETT Milan, ITALY
DM/Advertising Agency: LEO BURNETT Milan, ITALY
Executive Creative Director: Paolo Dematteis (Leo Burnett)
Executive Creative Director: Riccardo Robiglio (Leo Burnett)
Creative Director: Paolo Boccardi (Leo Burnett Arc)
Art Director: Andre Gidoin (Leo Burnett)
Copywriter: Francesco Simonetti (Leo Burnett)
Copywriter: Markus Johansson (Leo Burnett)
Web Designer: Marino Capitanio (Leo Burnett)
Describe the brief from the client
OBJECTIVE:
Montblanc is an iconic European luxury brand that has built its heritage on their writing instruments. In the last 10 years it has diversified its business to other product categories, such as watches, but people still identify the brand mostly with writing instruments. 2011 was the year that celebrated 190 years of Nicolas Rieussec's invention of the chronograph. This was a perfect moment to communicate the Montblanc Nicolas Riuessec Chronograph, a luxury chrono named after its inventor, and to build awareness for the Montblanc brand as a chronograph and watchmaker by leveraging the anniversary.


Describe the creative solution to the brief/objective.

IDEA:
The Beauty of a Second, the shortest short-film contest ever.
We teamed up with film-director Wim Wenders and challenged people to to 'seize the moment' and capture beauty in a 1-second-long video. People competed online at montblanc-onesecond.com by uploading their 1-second videos of beauty. They could also compete to make the best compilation of the second-long videos.The compilations of the best 1-second videos from the 4 rounds of the competition were also posted on Vimeo, leveraging the artistic approach of the video community.
Selected by Vimeo for the front page, the compilations generated more views and submissions.


Describe the results in as much detail as possible.

RESULTS:
The first compilation posted to Vimeo received 1m views in 10 days.
and a created +3,000% increase in submissions. The competition was featured in GQ, Vanity Fair, New York Times, Forbes,Huffington Post, ESPN, The Independent and more. 4,436 videos were submitted. An estimated total of 4m video views (submission views on site and off site) An estimated 40m media impressions. The project was screened by Vimeo at the South by Southwest festival, and Montblanc dedicated its entire stand at the Salon International de la Haute Horlogerie in Geneva to this concept.


RELEVANCE:
The Beauty of a Second idea is to look carefully inside a second and discover its inner beauty. In a way this is what Nicolas Rieussec did with his invention of the chronograph, discovering that inside a second there’s a lot more to tell.That’s the beauty and the relevance of the challenge, and its name and artistic pursuit are the most appropriate for a brand known globally as a patron of arts and culture.The best 1-second video and 1-minute playlist awards are like the dials on a chronograph, capitalising on the Rieussec unique shape.