DISCOVER THE MAGIC OF CRAFT
Title | DISCOVER THE MAGIC OF CRAFT |
Brand | MONTBLANC |
Product/Service | MONTBLANC |
Category |
G03. Illustration |
Entrant
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
Idea Creation
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
Production
|
SALON ALPIN Vienna, AUSTRIA
|
Credits
Matthias Spaetgens |
Scholz & Friends |
Chief Creative Officer |
Robert Krause |
Scholz & Friends |
Managing Creative Director |
Jörg Waschescio |
Scholz & Friends |
Creative Director |
Max Marohn |
Scholz & Friends |
Art Director |
Ramona Junggeburth |
Scholz & Friends |
Art Director |
Felix John |
Scholz & Friends |
Copywriter |
Nina Stegmann |
Scholz & Friends |
Account Manager |
Janice Kretschmer |
Scholz & Friends |
Account Manager |
Jana Huth |
Scholz & Friends |
Account Manager |
Kilian Kapfer |
Scholz & Friends |
Strategist |
Kirill Falkow |
Scholz & Friends |
Strategist |
Nele Siegl |
Scholz & Friends |
Agency Producer |
Kristin Ammon |
Scholz & Friends |
Agency Producer |
Lip Comarella |
Salon Alpin |
Director, Cinematographer, Editor |
Simon Griesser |
Salon Alpin |
Director, Cinematographer, Editor |
Daniela Leitner |
n/a |
Character Design, Painting |
Matthias Hacksteiner |
fifth music |
Music |
n/a |
Oldskull FX |
Puppet Construction |
n/a |
COLA |
Animation, Set construction |
Stefan Paul Kernjak |
n/a |
Programmer |
Maria Groh |
Montblanc |
Associate Director Marketing Communications |
Emel Biallas |
Montblanc |
Senior Manager Brand Communications |
The Campaign
During Christmas time, even the most rational adults long for a time of wonder, for miracles to become true. We address this longing with a magical story of handmade craftsmanship, which seems almost fairytale-like in a world of mass-produced goods.
Creative Execution
Under the tagline “The Magic of Craft”, we visit the diligent craftsmen at the Montblanc workshops in Switzerland, Italy and Germany. Befitting the content and the strategy, the film itself is a carefully hand-crafted stop-motion animation. The design of the hand-crafted puppets and film sets is modern yet emotional and uses a wide variety of materials from silicon, to wood and leather.
Indication of how successful the outcome was in the market
The film further strengthened Montblanc’s positioning as a company with a long tradition of finest craftsmanship and brought the brand to the consumer’s relevant set for the Christmas season.
The handmade component of the story is a perfect fit to Montblanc’s tradition of finest craftsmanship and to the campaign’s target group composed of adults with medium or high income across the globe who have an interest in luxury brands and value hand-made craftsmanship.