190 years ago, Nicolas Rieussec was the first to record time to an accuracy of a fifth second - the chronograph was born. To celebrate this unique invention Montblanc created "The Beauty of a Second", a short-film contest presented by film director Wim Wenders.
"The Beauty of a Second" is an exploration of precision and art - a homage to capturing the smallest fragments of time.
Your challenge as a video artist was to "seize the moment". Everyone - professionals, amateurs, cell-phone camera enthusiasts -- were invited to capture a one-second long moving picture. The subject could be anything you consider beautiful: a smile, a child's face, a flower, a piece of the world around you, as long as the video lasts only one second.
The winners got a trip to Berlin to meet Wim Wenders at the award ceremony and a Montblanc Nicolas Rieussec chronograph.
Every Second Counts!
The case study
The campaign started with call to action film featuring Wim Wenders
We picked the best 60 videos from each round of submissions and posted 60 second videos on our Vimeo page.
They became spreadable content that was picked up in global media.
The campaign became so popular that we extended the contest with another round of submissions.
The campaign lived on Montblanconesecond.com
where people could upload videos, create their own playlists with custom made music tracks and share them on social media platforms.
Leo Burnett Milano
Markus Ivan Johansson
Digital Creative Director:
Executive Creative Director:
Riccardo Robiglio, Paolo DeMatteis
Digital Production: Uprising (Gabriele Vinci)