Swatch & MTV Playground
Directed by Ash Bolland in Sydney, Australia.
Studio: Umeric

Swatch+MTV Playground from Umeric on Vimeo.

Swatch & MTV Playground is a global campaign connecting young adults in Europe, Asia and Latin America with Swatch’s art heritage. Centered on Swatch’s CreArt collection, the campaign invited artists to join a network associated with featured collaborations with world-renowned artists and designers through on-air, on-line and on the ground marketing, in events and exhibitions. More than 50,000 artwork pieces were uploaded by visitors who joined the Playground community. 11,000 people attended on-the-ground events in Beijing, Shanghai, Tokyo, Seoul, Berlin, Athens, Luzern and Amsterdam.