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 Accessories, Bags, Leather, Watches & Eyewear
Media Film
Agency Leo Burnett Milan
Art Director Andrè Gidoin
Digital Creative Director Paolo Boccardi Creative Director Arc
Released May 2012

Awards

Eurobest 2012
Branded Content & Entertainment Best Use or Integration of User-Generated Content Gold

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.