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. Leo Burnett Milan 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. User generated videos submitted to the contest become branded content in blogs, news-sites and channels like Vimeo.
View the first, second, third and fourth rounds.
The Beauty of a Second was developed at Leo Burnett Italia, Milan by executive creative directors Paolo Dematteis and Riccardo Robiglio, copywriters Francesco Simonetti and Markus Johansson, art director Andrè Gidoin, digital creative director Paolo Boccardi, with music composer Marcus Loeber.