- THE BIRTH OF MODERN TIMEKEEPINGFilm (60sec) / Book / Digital Pub (iPad)
This is a promotional campiagn which highlights OMEGA's involvement in the Olympic Games over the years.Modern sports timekeeping as we know it today started at the London Olympic Games of 1948. The newly-introduced finish-line technology was put to the test almost immediately when two men crossed the line seemingly at the same time in the 100m final - it was only the Photofinish camera and combined photo-electric cell system that could distinguish the true gold winner.Although the equipment today is far more advanced the same basic principals still apply. This project recalls the humble beginnings of photofinish technology and reminds us of its vital importance to sports.
- BOOK:A limited edition print found only in stores, this book is filled with writing, graphics and archive photos that give us an insight into the world back in 1948.
- DIGITAL PUBLICATION:An adaptation of The Birth of Modern Timekeeping book for iPad (1/2+3)
It's free to download from iTunes.
- PRINT PUBLICATION:- The copy reads -
LONDON AND OMEGA 1948: THE FIRST PHOTO-FINISH IN OLYMPIC HISTORY.
When sprinter Harrison Dillard and Barney Ewell crossed the finish line the clock recorded identical times of 10.3 seconds. Ewell jubilantly threw his arms up in the air only to be told that the new 'Magic Eye' installed by Omega showed that he'd been narrowly defeated by Dillard. Because of the elasticity of the finishing tape, both runners made contact with it, leading Ewell to believe that he had won.