Joseph Ford is a photographer of the UK who went viral this week with a series of aerial-lanscape-retail shots. I dig the juxtaposition, I just wish there were little camels walking around on the sweater half of the shot.
For clients like Montblanc, advertising is all about the shine. Leo Burnett Milan must’ve known this when they decided to break away and pieced together a surprisingly accessible digital work called The Beauty Of A Second. The campaign is specifically advertising Montblac’s new watch that “pays homage” to the chronograph inventor, Nicolas Rieussec. If you didn’t know, a chronograph has several timing functions that make second-to-second timing simple and extremely accurate.
Montblanc’s target market is undoubtedly narrow, comprised of educated and generally wealthy shoppers. These are the sort of design-obsessed men and women who seek that perfect jewel encrusted watch for their partner, or pen to expel their well-practiced signature over and over. But to reach the more digitally active segments of their target, and highlight the watches main feature second-timing feature, Montblanc/Leo Burnett put together this one-second competition. To enter, users just needed to submit their own second, then compile a short “film” using a bank of other one-second submissions. Piece together the most interesting film, and you’ve won the competition. The campaign’s best branded short films were even featured at SXSW, a likely surprise to audiences and Montblanc, then took home several awards including a 2013 ANDY. What’s interesting is that Leo Burnett Milan seemed to widen the consumer scope for Montblanc. With the help of a prompt with tight diction and high-res imagery, the competition seemed to breathe life back into a brand image that walked dangerously close to dusty. Here the Montblanc name has extended past the stuffy top .5%, potentially touching more trendy and artistic individuals. These folks might be less shiny, but probably have deep pockets they might have spent on a rare end table instead. The typical Montblanc look: Leo Burnett’s version: