Montblanc celebrates 100 years of Meisterstück through the eyes of Wes Anderson

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Montblanc celebrates 100 years of Meisterstück through the eyes of Wes Anderson

Montblanc celebrates this important anniversary of its iconic writing instrument with a new campaign written and directed by the renowned director Wes Anderson, presented at a special event in Los Angeles. The event was attended by: Callum Turner, Emma Roberts, Maude Apatow, Jason Schwartzman, Adrien Brody, Dree Hemingway, Zinedine Zidane, Bianca Balti.
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With its black cigar-shaped design, three gold rings, and handcrafted gold nib, the Meisterstück is today the most recognizable creation of the Maison, so much that it can be considered synonymous with the Montblanc brand. On the occasion of the centenary of the creation of this global symbol of writing culture, conceived in 1924, Montblanc collaborated with the American director and screenwriter Wes Anderson to create a campaign capable of guiding viewers on a journey into the extraordinary world of Montblanc seen through the filmmaker’s eyes.

The story follows three colorful characters, portrayed by actors Rupert Friend and Jason Schwartzman, and by Wes Anderson himself, in a fictional Montblanc headquarters atop Mont Blanc. Here, the characters present the Maison, its history, and its best-known creation in a way never seen before, in the classic Anderson style characterized by a peculiar visual aesthetic and unconventional storytelling. To celebrate the collaboration with Anderson and the Meisterstück anniversary, during the centenary year, the influence of the new campaign will extend to all Montblanc communication activities.

“For 100 years, the Meisterstück has captured millions of stories by the hands of authors, creatives, and writing enthusiasts. It was time to transform this icon into the true protagonist, but we wanted to do it in a completely unexpected and surprising way. That’s why we invited Wes Anderson, one of the greatest storytellers of our time, to tell the Montblanc world from his unique perspective, through his inimitable storytelling and unmistakable visual identity. This is certainly a very different way for our Maison to present itself, and we are excited to be rediscovered by the world in a new light,” explains Vincent Montalescot, Chief Marketing and Merchandising Officer of Montblanc.

The spot is imbued with sophisticated humor and more or less veiled references to the Maison’s DNA and its creations. The mountain setting of the opening scene refers to the Maison’s name and its emblem, which depicts the snow-capped peak of Mont Blanc. The imaginary Montblanc library-observatory on the mountain refers to the recent Library Spirit campaign, which highlights the evocative power of libraries and Montblanc’s connection to the world of words, while the desk is where the magic of writing and creation come to life.

The characters present “the fountain pen conceived over 100 years ago for adventurous travelers” and discuss its pioneering and innovative features, but the Meisterstück is not the only accessory to play a role in the short film: to give an idea of the multifaceted nature of the Montblanc universe, the timepieces from the 1858 Iced Sea Automatic Date collection, the leather goods accessories from the Meisterstück British Green Sfumato line, inspired by the iconic fountain pen, and the MTB03 in-ear headphones also make their appearance.

Sitting behind a desk in the writing room, the characters use the fountain pen to remind viewers of the joy and importance of handwriting, whether it be a page from a diary, a letter, or even a novel. During their lively conversation, the characters playfully recall the various brand campaigns and their slogans, closing with an invitation to rediscover the experience of handwriting: “let’s write.”

To bring his vision to life, Anderson teamed up with his longtime creative partners: producer and co-director Roman Coppola, producers Jeremy Dawson and John Peet, art director Stephan Gessler, and Oscar-winning cinematographer Linus Sandgren. In addition to the short film, Rupert Friend, American actress Maude Apatow, actor Jason Schwartzman populate this Montblanc universe reinterpreted in a visual world of images captured by Charlie Gray, as well as in some short videos.

The campaign was unveiled at an exclusive event held in Los Angeles at the Paramour Estate, a residence that during the Golden Age of Hollywood hosted parties attended by Buster Keaton, Marion Davies, and Norma Shearer. During the evening, guests were treated to a screening of the campaign short film, and John Legend created a unique atmosphere with his melodies in a special performance. Numerous guests attended the event, including: Adrien Brody, Rupert Friend, Zinedine Zidane, Waris Ahluwalia, Maude Apatow, Jason Schwartzman, Callum Turner, Emma Roberts, Stella Maxwell, Bianca Balti, Tori Garnn, Carlo Sestini.

 

The Meisterstück

Considered the quintessential writing instrument since its appearance in 1924, the Meisterstück has been wielded by many influential figures who have shaped collective culture and history, leaving an indelible mark on the world. However, its origins and success are linked to a stroke of luck. It is said that some customers had begun to request writing instruments to use only on special occasions and that were able to offer a more refined and exclusive experience. And unbeknownst to everyone, craftsmen in the Montblanc production workshops had long been developing such writing instruments for strictly personal use. Unique specimens distinguished by excellent craftsmanship and for this reason called Meisterstück, which in German means “masterpiece.”

Montblanc

Driven by the pioneering spirit that has characterized it since 1906, Montblanc has revolutionized writing culture with extraordinary innovations, becoming synonymous with design and craftsmanship of the highest quality. Today, the Maison continues to push boundaries and promote the evolution of craftsmanship, achieving excellence in all its product categories: writing instruments, watches, leather goods, new technologies, and accessories. In line with the Maison’s mission to create refined life companions born from the most innovative ideas and crafted with expertise by its artisans’ skilled hands, the iconic Montblanc emblem is now an undisputed symbol of performance, quality, and sophisticated style. To spread the message of Inspire Writing, MONTBLANC HAUS opened its doors in 2022, welcoming visitors from around the world on a journey to discover or rediscover the value and pleasure of handwriting. As part of its commitment to supporting those who passionately pursue their passions to leave their mark, Montblanc continues to promote educational programs worldwide and initiatives that inspire people to fully express their potential.

 

https://www.montblanc.com/it-it/

 

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