Brand | MONT BLANC |
Product/Service | BESPOKE NIB SERVICE |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Publications |
Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Design/Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Brief Explanation
Insight
The ‘Sound of Silence’ is the final and most crucial step of the nib production process, which every nib must pass. Only then do they become part of a classic writing instrument. And this was a chance to reinforce the quality of these writing instruments.
The Brief
Create a DM to raise awareness of the 'Bespoke Nib Service' to the VIP database of Mont Blanc. This service involves a special machine that matches various handwriting styles to specific writing nibs.
How the final design was conceived
We created a nine-chapter story titled ‘Sound of Silence’. Romanticising one nib’s journey from start to finish, it covers the high level of precision and detail through each stage of the production process until the nib becomes the crown of a writing instrument.
In terms of design, we wanted to keep an authentic look and feel to give the impression of that genuine touch, which the craftsmen of Montblanc apply every day when working in Hamburg's Artisan Studio to create these writing instruments.
Indication of how successful the outcome was in the market
The 300 DMs were only recently sent out at the end of January 2012.
Credits
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Dubai |
Regional Executive Creative Director |
Peter Bidenko |
Leo Burnett Dubai |
Regional Executive Creative Director |
Munah Zahr |
Leo Burnett Dubai |
Creative Director |
Sunny Deo |
Leo Burnett Dubai |
Senior Copywriter |
Rafael Augusto |
Leo Burnett Dubai |
Senior Art Director |
Nicolas Roux |
Leo Burnett Dubai |
Regional Communication Director |
Dana Abdulal |
Leo Burnett Dubai |
Communication Manager |
Kamal Abdelbaki |
Leo Burnett Dubai |
Communication Manager |