Following the launch of the “100 Years of Masterpiece” campaign in May in the form of a short film by award-winning director and screenwriter Wes Anderson, Montblanc is delving even deeper into the world of the extraordinary with a series of new campaign images. The campaign continues with a series of images celebrating the 100th anniversary of the legendary writing instrument and focusing on the Montblanc leather creations from the latest collections. The new campaign images take the viewer to the snow-covered peak of Mont-Blanc – into the imaginative Mont Blanc universe that Anderson opened up in his short film. Familiar faces from the first chapter of the campaign were photographed by photographer Charlie Gray, including actor Rupert Friend, Korean actor and Montblanc mark maker Lee Jinuk, Chinese actor and Montblanc Global Brand Ambassador Jing Boran, and Indian-American actor and designer Waris Ahluwalia.
In addition to the iconic Meisterstück fountain pen with its black, cigar-shaped design, three gold rings and handcrafted gold nib, the new campaign images show the Extreme 3.0 leather collection in a new, lavender gray color. The original geometric motif comes from Montblanc’s imagery from the 1920s, the M LOCK 4810 clasp is inspired by the secure but easy-to-use clasps used by mountaineers. The modern leather collection combines Montblanc’s extensive legacy with modern, bold shapes that demonstrate style and functionality at the same time.
The central products of the current campaign include the Extreme 3.0 backpack with M LOCK 4810 clasp, the Extreme 3.0 Montblanc 142 Bag Mini with M LOCK 4810 clasp, presented by Rupert Friend and Jing Boran, and the Extreme 3.0 Sling Bag with M LOCK 4810 clasp , worn diagonally on the body by Lee Jinuk.
With the original campaign film launched last spring, Montblanc presented itself to the world in Wes Anderson’s unmistakable style, characterized by striking visual aesthetics and eccentric, unconventional storytelling. The story follows three colorful characters – actors Rupert Friend and Jason Schwartzman, as well as Wes Anderson himself – in the fictional headquarters of Montblanc at the summit of Mont Blanc. They introduce the Maison, its history and talk about the qualities of its most famous creation, the Meisterstück fountain pen.
