Launch Swatch’s new Colorcode collection of watches.

A line developed to become popular on the wrists of all the youngsters.But how to achieve this when the client wants to invest less and less in conventional media and looks for new ways to address the consumer?

Combining simplicity with happiness, elegance with irreverence and colour with fashion, simple party wristbands used to control guests were transformed into wristbands shaped like the new Colorcode collection watches.

This new design transformed an item that usually went by unnoticed into a fashion accessory, an attention grabber.

Then the Swatch Wristbands project was put into practice in the best parties and nightclubs in the country and in one of the most famous events in the world: Rio de Janeiro’s Carnival.

In less than a month, the wristbands were on the wrists of thousands of opinion leaders and celebrities, blogs, Orkut, Facebook and specialised magazines.

During carnival in Rio de Janeiro, thousands of VIPs and countless Brazilian and international artists naturally became Swatch’s spokespeople.

A few months after the campaign began, the new Swatch Colorcodes collection became the third most sought for item at Swatch shops in Brazil.

The Swatch Wristbands project is now Swatch’s new worldwide communication platform.