2011 Winners & Shortlists

The Brief

In today’s digital age, no one writes letters anymore. Not a delight for a brand that celebrates the art of writing. Montblanc’s objective was to counter this development with a well targeted direct campaign.

Creative Execution

Everything about this mailing became our message. From the haptic experience of the paper to the choice of ink. Every letter was written with a Montblanc pen – the perfect product demonstration.

Describe the creative solution to the brief/objective.

The idea: to demonstrate how a handwritten letter can make a difference. We turned typical spam emails into beautifully handwritten letters and sent them to high profile contacts: radio show hosts, journalists, bloggers, etc. The message: There is nothing more genuine than a handwritten letter.

Results

The outcome: the written word turned into word of mouth and $33,000 worth of free media (on and offline). But more importantly, writing letters became a trending topic and Montblanc its ambassador.