Montblanc turns its closed storefronts into a showcase for notes of support
Stationery brand finds a way to advertise during the pandemic
May 20, 2020
In a time of quarantine when people are turning to Zoom calls and social media to communicate, luxury brand Montblanc, known for its pens, has still managed to find a way to get itself heard: via the windows of its shuttered stores.
The brand's agency Wieden & Kennedy Amsterdam has turned its storefronts into a showcase for messages of support for key workers. It reached out to staff and consumers in five North American cities (New York, Chicago, San Francisco, Toronto and Vancouver) and asked them put ink to paper to create personal handwritten notes "to those outside." People are also invited to post their own messages on social media using the hashtag #ToThoseOutside.
“At a time like this, it’s important for brands to know what they believe in, and Montblanc has always believed in the power of handwritten expression,” said Blake Harrop, W+K Amsterdam managing director, in a statement. “With much of luxury retail closed all over the world, we wanted to use Montblanc’s belief in written expression to convey the depth of gratitude we all are feeling toward those that are giving the most.”