Swatch’s DNA has always been Fun, Spontaneous, with an inherent Joy of life.In ‘Flash mobbing’ - spontaneous gatherings to act out humorous but pointless exercises, - there is a simple strong synergy with the Swatch brand.The 'Shake the World' campaign asks the question, if everybody in Asia jumped together in the biggest improvised Flash Mob the world has ever seen, what might the consequences in Europe be?