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.