Transform the National Museum into a huge Swatch watch during the celebrations of the Brazilian capital’s 50 years.

Following the brand’s authentic and entertaining characteristics, we took advantage of the 50th anniversary of the national capital – which had massive coverage from all types of media in the country – to develop an unexpected event: project a Swatch watch on the dome of the main Brazilian museum, designed by Oscar Niemeyer, an icon in world architecture.

“The Museum that Became a Watch” went down in history as the official countdown clock for Brasilia’s 50 years.

The idea ended up in magazines, newspapers, sites, blogs, social networks and was covered in all of the country’s main news shows.

The result in spontaneous media reached R$ 5,000,000.An event for 700 guests impacted over 35 million people.

Swatch consolidated its image as an original and innovative brand, and became dear to Brazilians albeit being a Swiss brand.

The first step was to present the “Museum that Became a Watch” project to the head of the National Museum. Once we had approval over the use of the space in the museum to implement our project, we then contacted a company specialized in large projections to be certain of the viability of the idea. A storyboard was designed for tests on a model. After a week of intensive testing, we then went to the execution phase of the project, in actual size in Brasilia. During 3 nights of testing and structural constructions, the local population was already beginning to become curious as to what was going to happen. In the night of April 20th, the eve of Brasilia’s 50th anniversary, the watch was projected and viewed by the audience attending the event, TV cameras for the most important news shows in the country, professional photographers and countless mobile phones and digital cameras. The project’s planning was spotless from beginning to end, requiring no adaptations along the way.

“The Museum that Became a Watch” went down in history as the official countdown clock for Brasilia’s 50 years.

The idea ended up in magazines, newspapers, sites, blogs, social networks and was news in the country’s main news shows.

The result in spontaneous media reached R$ 5.000,000.An event for 700 guests impacted over 35 million people.

Swatch consolidated its image as an original and innovative brand, and became dear to Brazilians even being a Swiss brand.