Simultaneous worldwide photo captures create huge pulses of branded social activity.

To promote Montblanc’s world-class watches, German agency demodern created a mobile app that, in a way, ‘froze’ time. The Montblanc Worldsecond app used a remote countdown timer to synchronize users all around the world to capture an image at exactly the same instant. Pictures from each of the sixty Worldseconds were shared together in a gallery, capturing a global snapshot of what people were experiencing at that moment.

Sixty seconds before the actual Worldsecond, the app switched users’ smartphones to camera view so they could find their subject. As soon as the countdown reached “0”, the camera took a photo automatically.

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