Transform the National Museum, one of Oscar Niemeyer’s most important projects, into a huge Swatch watch. A 57m wide, 17m high Swatch watch was projected onto the museum dome, minutes before midnight, and ticked away the seconds in a countdown to the city’s 50th anniversary. The museum became an original communication platform to celebrate the 50 years of the national capital, pay homage to Oscar Niemeyer and divulge the Swatch brand in a completely unexpected way, in line with the brand’s characteristics.

'The Museum that Became a Watch' went down in history as the official countdown clock for Brasilia’s 50 years.

The idea ended up in magazines, newspapers, sites, blogs, social networks and was news in the country’s main news shows.

The result in spontaneous media reached R$5,000,000.An event for 700 guests impacted over 35 million people.

Swatch consolidated its image as an original and innovative brand, and became dear to Brazilians even being a Swiss brand.