Over the Dandruff

Thoughts we often overlook

24. Crowdsourcing Beauty

Remember the days when outsourcing information was a fad? Well those days are over.

Crowdsourcing is outsourcing’s better half. The term was coined by Jeff Howe in the May 2006 issue of Wired magazine.

Howe describes crowdsourcing as, “The act of taking a job traditionally preformed by a designated employee and outsourcing it to an undefined, generally large group of people.”

Crowsourcing has taken over and although these projects have provided questionable results, there seems to be a new formula that works quite well.

Montblac teamed up with Leo Burnett Milan to help promote “The Beauty of a Second” campaign. The campaign was developed to honor Nicolas Reussac’s invention of the chronograph, which he used to record time to a fifth of a second, in 1821. By using crowdsourcing, the campaign challenged followers to capture beauty in a single second clip. The short clips have been edited into a wonderful piece that shows how beauty surrounds us.


This an excellent example of encouraging your audience to engage with a brand while also honoring a turning point in world history.


November 30, 2011 - Posted by | Uncategorized

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