Page 57 - TFWA World Exhibit 2024 Special Edition

INSIDER

Montblanc marks 100 Years of Meisterstück

Montblanc celebrates the milestone anniversary of its iconic writing instrument with a new campaign written
and directed by the acclaimed director Wes Anderson.

With its black cigar-shaped design, surprising. That’s why we invited Wes an insight into the multi-category nature of
three gold rings and handcrafted gold nib, Anderson, one of today’s great storytellers, Montblanc.
the Meisterstück has become synonymous to put his own unique spin on the world Sat at a desk in the Writing
with Montblanc as the Maison’s most of Montblanc through his inimitable Room, the characters put pen to paper
recognizable product. To mark a century storytelling and unmistakable visual reminding viewers of the joy and value
since this global symbol of writing culture identity. It’s certainly a very different of handwriting, whether a journal entry, a
was first introduced in 1924, Montblanc way for our Maison to show up, and we letter or even a novel. During their lively
has partnered with American director and are excited for the world to rediscover conversation, the characters playfully call
screenwriter Wes Anderson to create a us in a new light,” explains Vincent out the brand’s various campaigns and
campaign that takes viewers on a journey Montalescot, Montblanc Chief Marketing taglines, closing with an invitation to re-
into the extraordinary world of Montblanc and Merchandising Officer. discover the experience of writing by hand:
seen through the filmmaker’s eyes. The film is packed with sophisticated Let’s Write.
Featuring actors Rupert Friend, Jason wit and filled with both subtle and not- To bring his vision to life, Anderson
Schwartzman, and Wes Anderson himself, so-subtle references to the Maison’s DNA joined forces with his longstanding creative
the story follows three colorful characters and its luxury companions: the mountain partners: Roman Coppola who acted as a
at the fictional Montblanc Headquarters setting in the opening scene is a reference producer and co-director, producers Jeremy
atop the Mont Blanc mountain, as they to the company’s name and emblem that Dawson and John Peet, Stephan Gessler
introduce the Maison, its story and its most represents the snow-capped peak of the as supervising art director and Academy
recognized creation in Anderson’s signature Mont Blanc, the imaginary Montblanc Award-winning director of photography,
style with its distinctive visual aesthetic Observatory High-Mountain Library is a Linus Sandgren.
and blend of eccentric, unconventional nod to the brand’s recent Library Spirit In addition to the film, Rupert
storytelling. The new campaign’s influence campaign that spotlights the inspirational Friend, American actress Maude Apatow,
will be embraced throughout Montblanc’s power of libraries and Montblanc’s Indian-American actor and designer Waris
marketing approach during this centenary connection to the universe of words, and Ahluwalia, Korean actor and Montblanc
year. the desk is the place where the magic of Mark Maker Lee Jinuk and Chinese actor
“For 100 years, the Meisterstück writing and creation happens. and Montblanc Global Brand Ambassador
has captured millions of stories, passing While the characters introduce the Jing Boran inhabit this reimagined
through the hands of authors, creatives, ‘fountain pen designed over 100 years ago Montblanc universe in a series of campaign
and everyday writers. It was finally time for the adventurous traveler’ and debate its visuals captured by Charlie Gray and in a
to make this writing icon the protagonist qualities, the Meisterstück isn’t the only series of short videos.
of the story, but we wanted to do it in a product to get a role in the film. Watches
way that was completely unexpected and and leather goods also make an appearance,

57 October 2024