Montblanc turns its closed storefronts into a showcase for notes of support

Stationery brand finds a way to advertise during the pandemic

Published On
May 20, 2020

Editor's Pick

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.” 

 

Credits

Date
May 20, 2020
Client:
Montblanc
Agency:
Wieden & Kennedy-Amsterdam
Chief Executive Officer:
Nicolas Baretzki
Executive Vice President Marketing:
Vincent Montalescot
Director Brand Communications:
Jonah Dolan
Associate Director Brand Heritage & Montblanc Haus:
Alexa Schilz
Head of Brand Communications:
Fabian Kredig
Global Director Brand Relations:
Stephanie Radl
International Brand Relations Manager:
Alessia Ascolese
Vice President Marketing & Communications and Digital Sales North America:
Florent Dubiez
Communications Manager North America:
Margeau Barnes
Senior Manager Visual Merchandising North America:
Hind Haouari
Director Communications North America:
Andrea Fodera
Executive Creative Director:
Eric Quennoy
Executive Creative Director:
Mark Bernath
Creative Director:
Joe Burrin
Art Director:
Zeynep Orbay
Copywriter:
Jake Barnes
Group Account Director:
David Newsome
Account Director:
Hannah Heidar
Account Manager:
Wenwen Zhao
Head of Planning:
Martin Weigel
Planning Director:
Thom Dinsdale
Comms Strategist:
Anna Chan
Lead Designer:
Zeynep Orbay
Studio Artist:
Liliya Dru
Project Manager:
Lauren Cardoe
Business Affairs:
Michael Graves

Need a credit fix? Contact the Creativity Editors

Project Type