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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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