2012 Winners & Shortlists

The Brief

Create a DM to invite the VIP database of Mont Blanc to test out the 'Bespoke Nib Service' their branch in Emirates Towers. This service involves a special machine that matches various handwriting styles to specific writing nibs. It was an opportunity to reinforce the quality that goes into the production of Montblanc's writing instruments.

Creative Execution

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 final stage where 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. Like that of the Montblanc craftsmen when working in Hamburg's Artisan Studio. Since Mont Blanc's line is 'A Story To Tell' - it was a chance for the brand to connect with people on a more emotional level with a story of their own.

Describe the creative solution to the brief/objective.

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.

Results

The campaign just launched at end of January 2012 with 300 pieces being sent out to their VIP database.