Cannes Lions

WATCHES

DENTSU, Tokyo / WORKPLACE SAFETY & INSURANCE BOARD / 2008

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A brand campaign to advance recognition for Franck Muller and 5 other high class mechanical watches.Every month, the "Crazy Genius" who dominates over time, challenges the user with a super complicated question. The only "one" who is able to solve the challenge was given the exclusive watch as the "title of genius".The challenge for us was to create a question which featured the characteristics of the watch. Crossing over through website, mobile, magazine and Second Life, we set challenges in diverse ways, such as a game like characteristic, dynamic vision ability, numerical talent or ones that need to change the way of thinking.Every time a new challenge was set, it became a topic in many blogs and articles, for the extremely high priced (10 million to 100 million Japanese yen) award and the impossible questions.

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