How does an iconic Swiss watchmaker position itself in a world where everyone has a more accurate watch in their pocket?
You do it by celebrating your shortcoming on a beautiful website. A site that focuses on the idiosyncrasies of our watches. And the fact that they need to be adjusted manually to handle a leap second.
So we created this website that only existed for a second on June 30, 2015.
I developed this concept as a pitch for Jaeger-LeCoultre. It went well and we really proved that we understood their business and their point of difference.