The snowflakes, those precious crystals with their unique shapes, testify to the uniqueness of each individual, much like TAG Heuer watches, which stand out for their originality. Since 1860, TAG Heuer has embodied avant-garde, precision, and boldness, thus leaving its mark on the global history of the watchmaking industry. With the holiday season approaching, the iconic Swiss brand wished to showcase its range through a memorable digital activation. I had the privilege of proposing and leading the creative concept "Tap to Crack" around the iconic slogan "Don't Crack Under Pressure." This activation, inspired by the preciousness and eternity of snowflakes and ice, strengthened the bond between the brand and its environment, embodying an iconic and responsible social campaign.