Montblanc Worldsecond is a mobile based application that is designed to take photos all over the world at the same time. There is a timer in the application and you can only take photo on that particular moment. And photos are uploaded to Montblanc Worldsecond website for a picture mosaic.
This campaign will run until the end of December, 2012. However my concern is the awareness, Montblanc is a niche luxury brand and many people never heard of it. Therefore, the engagement with the campaign might be low. On the other hand, the campaign is very creative and if many people are engaged with Montblanc Worldsecond, the outcome will be amazing.
I hope Montblanc is going to promote this campaign on Facebook. Because, I checked the website and I did not find many photos. If the community will be large, the photo mosaic will be amazing!