Swatch & MTV Playground is a global campaign launched in 2009 to connect young adults in Europe, Asia and Latin America with Swatch’s art heritage. Centred on Swatch’s 2009 CreArt collection, the campaign invited to join a network associated with featured collaborations with world-renowned artists and designers through on-air, on-line and on the ground marketing, in events and exhibitions. More than 50,000 artwork pieces were uploaded by visitors who joined the Playground community. 11,000 people attended on-the-ground events in Beijing, Shanghai, Tokyo, Seoul, Berlin, Athens, Luzern and Amsterdam. Here’s the commercial from the campaign, directed and produced by Ash Bolland and Von Dekker in Sydney, Australia.
Click on the image below to play the video in YouTube (HD)
The Swatch MTV Playground campaign was developed at MTV Networks International and VIACOM Brand Solutions by creative directors Nina East and Cristian Jofre, and producer Ildiko Dienesch.