Title	MONTBLANC PRESENTS: A PARISIAN WINTER TALE
Brand	MONTBLANC
Product/Service	GLOBAL CHRISTMAS CAMPAIGN
Category	F05. Motion Graphics / Moving Images Design
Entrant Company	SCHOLZ & FRIENDS Berlin, GERMANY
Advertising Agency	SCHOLZ & FRIENDS Berlin, GERMANY
Production Company	SALON ALPIN Vienna, AUSTRIA

Name	Company	Position
Matthias Spaetgens	Scholz/Friends	Chief Creative Officer
Robert Krause	Scholz/Friends	Chief Creative Officer
Jörg Waschescio	Scholz/Friends	Art Director
Jürgen Krugsperger	Scholz/Friends	Art Director
Alicia Kassebohm	Scholz/Friends	Art Director
Ralf Schröder	Scholz/Friends	Art Director
Felix John	Scholz/Friends	Copywriter
Stefan Sohlau	Scholz/Friends	Copywriter
Leo Struck	Scholz/Friends	Copywriter
Daniel Ackermann	Scholz/Friends	Account Manager
Vera Krauße	Scholz/Friends	Account Manager
Kirsten Rendtel	Scholz/Friends	Art Buyer
Agostino De Martino	Scholz/Friends	Agency Producer
Katharina Föhr	Scholz/Friends	Agency Producer
Daniel Klessig	Scholz/Friends	Editor
Daniela Leitner		Character Design
Lüder Fromm	Montblanc	Director Global Marketing Communications
Marcus Loeber		Composer

Brief Explanation

Montblanc is a renowned manufacturer for writing instruments, time-pieces, leather products and jewellery. The products embody timeless design and sophisticated craftmanship. The brand claim is „Made by Hand“. The target audience consists of both men and women, mostly middle or best agers. What makes them special is their understanding of personal success, which is expressed by the extraordinary and accessories that show their personal satisfaction and taste rather than pure financial wealth.

The Brief

During Christmas time all brands want to engage with their customers and users. And so did Montblanc. Most of the company’s products are sold as gifts and so it was the perfect time for an emotional campaign, that also elevates the brand identity „Made by hand“. The objective was to find an idea that clearly fits into the brand identity and in addition to that increases sales and revenue – online and offline.

How the final design was conceived

Starting from a simple „promote and sell“-briefing we took a step back and thought about something more emotional. Why not taking the opportunity and creating a campaign that does not only promote and sell products but also delivers branded content worth watching and worth sharing? So we came up with a design idea that brought the claim „Made by Hand“ to life. A handcrafted paperwork set build the base for the campaign. A film was made playing in this scenic world. The design, figures and pictures from this film extended the campaign to all other elements of the campaign – such as the christmas catalogue, POS- and boutique-equipement or webcontent.

Indication of how successful the outcome was in the market

The outcome was a bold campaign with branded content and corresponding sales marketing. The brand values were especially communicated through the design and had an emotional impact during Christmas time. Also hard facts, like sales and customer interaction increased. For further details please see confidential information.