2011 Winners & Shortlists

The Brief

People stopped using pens to write, they instead chose to do the same through their computers. Mont Blanc took this up as a challenge and decided to bring back the art of putting pen to paper.

Creative Execution

Who's in a better position than Montblanc to encourage to write stories

Describe the creative solution to the brief/objective.

We designed a simple interactive poster that had: 1) A starting line of a story 2) Strips of paper to continue the story 3) A Mont Blanc pen People were encouraged to continue the story by adding a single line. We put up these posters at the Mont Blanc Writers Exhibition, Magrudy’s Bookshop and Mont Blanc Boutiques. We made postcards of the completed posters and send it to those who had participated.

Results

After completion, the posters had one story that was authored by many. Clearly, Mont Blanc made writers out of everybody