Page 52 - TFWA World Exhibit 2022 Special Edition

INSIDER

One year after new Creative Director comes onboard,
Montblanc unveils “On The Move,” a new vision of mobility

Under the banner of its What Moves New Creative Director
You Makes You global brand platform, The new campaign also reflects the
Montblanc has released a new cross- vision of Marco Tomasetta, who was
category campaign that aims to inspire appointed as the luxury brand’s new
people to live a life of purpose and passion, creative director in March 2021, to help
leaving a mark on the world by following accelerate the brand’s move toward being a
what truly moves them. “luxury business-lifestyle Maison.”
“Montblanc has also always Tomasetta brought extensive
understood the power of mobility, to move experience in leather goods and
freely not just physically, but moving accessories, having worked for numerous
ahead to grow and ultimately thrive. With renowned fashion brands including Prada,
this new campaign, we are encouraging a Chloé and Louis Vuitton. Most recently, he
new generation of Montblanc customers to was Creative Design Director Men’s and A presence on stage, television and the silver
get out and move with passion, curiosity Women’s Leather Goods at Givenchy. screen, actor Cillian Murphy’s work has taken
and style, as they pursue what truly According to Nicolas Baretzki, him all over the world, making him an apt choice
matters to them in life,” explains Vincent Montblanc CEO, Tomasetta understands for Montblanc’s On the Move Mark Maker.
Montalescot, Montblanc CMO. the importance of overarching brand
The campaign – which went live at the themes across all Montblanc categories:
end of August, features Montblanc Mark “Even though our iconic emblem It features writing instruments,
Maker and actor Cillian Murphy who has will remain at the heart of everything we leather goods, connected technologies and
moved through life making his own bold do, we are committed to further breaking timepieces.
decisions, choosing his own direction on boundaries when designing products Cillian Murphy is seen sporting
his path to success. that appeal to both existing and new the Montblanc Extreme 3.0 backpack
In the hero film, Cillian Murphy can clients, mirroring their shifting lifestyles with climbing-inspired lock. Further
be seen moving through a world that moves and needs,” said Baretzki at the time of products featured include a StarWalker
in a different direction to everyone else’s. Tomasetta’s appointment. BlackCosmos writing instrument, the new
By doing so, he reveals that following The latest campaign marks an Summit 3 smartwatch and the 1858 GMT
one’s passions is likely the right direction evolution for the brand as it articulates its watch.
to move in. vision for mobility, says the company.

Montblanc Extreme 3.0 leather goods revisits its signature collection for
active and fast paced lifestyles with new formats and an original leather design
inspired by the company’s groundbreaking marketing visuals from the early
20th century. The collection was designed to withstand the demands of everyday
travel by pushing the boundaries of technical innovation to achieve new heights
of durability and performance, balancing functionality with distinctively sleek,
contemporary styling, says the company.
The Montblanc Extreme 3.0 collection features a new leather texture, and
trendy, functional shapes influenced by the Bauhaus style of the 1920s.
With a focus on the environment, the collection uses leather obtained from
a CO2 neutral tanning process and lining made from recycled fibers.
The motif features a bigger treatment for bags and a smaller one for small
accessories available in signature Montblanc Black and an eye-catching British
Green, paired with metal fittings in black. The iconic Montblanc emblem has
also been enlarged. Three bags and a belt in the collection feature an innovative
M LOCK 4810 closure inspired by the climbing world.
The collection includes backpacks, document cases, chest and sling
bags, envelopes and laptop cases, as well as a variety of small leather goods,
accessories and belts.
For more information, visit www.montblanc.com

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