2011 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

We turned typical spam emails into beautifully handwritten letters and sent them to radio show hosts, journalists, bloggers, etc. Everything about the letters emphasised 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.

Insights, Strategy and the Idea

In today’s digital age, no one writes letters anymore. Not a delight for Montblanc, a brand that celebrates the art of writing. The objective was to counter this development. Our strategy was to target few high profile contacts with a direct mailer and turn them into our voice. The idea: give proof that there is nothing more authentic than a handwritten letter.