Fondation Emergence

The 54-Second Watch

Agency: Havas


May 17 is the International Day Against Homophobia and Transphobia. For this occasion, we created at the Haute École d’Horlogerie Arc in Switzerland, a first of its kind: a 54-second watch, illustrating that time is different for everyone depending on your sexual orientation, identity or gender identification.

Violence, whether physical, psychological, sexual, institutional, medical or economic reduces the life expectancy of LGBTQ+ persons. Available in video, poster, print, digital and in radio, this public awareness campaign created by Havas Montreal seeks to put a spotlight on this fundamental injustice.

This professional campaign titled 'The 54-Second Watch' was published in Canada and Switzerland in June, 2022. It was created for the brand: Fondation Emergence, by ad agency: Havas. This Digital, Film, and Integrated media campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 1 year ago by Art Director: Félix-Antoine Brunet of Havas Montreal.


Client: Fondation Émergence / International Day against Homophobia and Transphobia
Agency: Havas Montreal
Executive Creative Director: Carle Coppens
Art Director: Félix-Antoine Brunet, Preto Murara
Copywriters: Vanessa Harbec, Olivier Goulet-Lafond
Strategic Planning: Stéphane Mailhiot
Client Services: Charlotte Lafrance, Natacha Nasset
Adaptation: Marcus Hildebrandt
Digital Project Manager: Jean-Michel Rioux
Production: Anick Rozon, Brigitte Robillard
Web Development: Human
Digital Development: Vincent Nicopolsky
Graphic Design: Benjamin Trottier
3D Animation: Félix-Antoine Brunet

Mechanism Design: Mélanie Guillaume, adjunct scientist at Haute École Arc in Neuchâtel, Switzerland.
Watch assembly: Dominique Brouillet, watchmaker
Swiss Director: Sarah Adatte

Post-production and editing: Post430
Director: Nicolas Fransolet
Camera assistant: Arturo Fransolet
Gaffer: Nicola Tomasini
Offline Editor: Ludauvick Geoffroy
Online colorist and editor: Étienne Beaupré
Assistant Editor: Rosalie Bégin Nadeau
Post-Production Producer: Isabelle Borduas
Post-Production Coordinator: Annie-Kim Brais
Production Coordinator: Charlène Blanchette

Music/Sound Design: Tanguy Meunier, Circonflex
Public Relations: Tök Communications, Havas Formula (US)

A special thank you to all of our partners, locally and around the world, who collaborated on this project: Andrée Giraldeau, Anne-André Benoît, Bromar, Ève Bastien-Rouleau, Janie Lebel, Jérôme Couture, Johanne Pelland, Reliable Watch, Selco, Simon Provencher Allard, Tanina Drvar, Time Merchants

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