Author: Leo Burnett Italia
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2m 8sLenght

The Beauty of a Second is an online tribute to celebrate the 190th anniversary of the chronograph's invention by Nicolas Rieussec, and the luxury Montblanc chronographs named after him. The purpose was to build awareness for the Montblanc brand -- which is mostly known for its writing instruments -- as a chronograph- and watch-maker by leveraging the anniversary. The Beauty of a Second 's idea is to challenge people to explore a second and see the fragile beauty that lies inside this small unit of time. We created an online contest http://www.montblanc-onesecond.com where everyone -- professionals, amateurs, cell-phone camera enthusiasts -- was invited to enter a one-second-long video. The task of the contest, presented by film-director Wim Wenders, was to "seize the moment" and catch beauty in just one second: a view, a kiss, life itself -- in Wim Wenders' words -- one second at a time. Online, users could also paste and edit the second-long videos of their choice using a dedicated application containing different music scores. The best one-second video and one-minute playlist (like the dials on a chronograph) both win and will be selected by Wim Wenders. Beauty of a Second first round compilation ran on Vimeo homepage: http://vimeo.com/32071937. An album with the soundtrack of the The Beauty of a Second challenge was also released on iTunes: http://itunes.apple.com/us/album/the-beauty-second-original/id492439647