Title	DISCOVER THE MAGIC OF CRAFT
Brand	MONTBLANC
Product/Service	MONTBLANC
Category	G06. Video / Moving Images
Entrant	SCHOLZ & FRIENDS Berlin, GERMANY
Idea Creation	SCHOLZ & FRIENDS Berlin, GERMANY
Production	SALON ALPIN Vienna, AUSTRIA

Name	Company	Position
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.