G
ermany’s Montblanc is all set to weave magic this Christmas through its beautiful digital claymation narrative serving a dual purpose. It promotes the brands devotion to high-quality goods as well as encourage holiday gifting. Holidays are a perfect time to connect with your prospects and celebrate those feelings of camaraderie, gratitude, and interconnectedness. With this thought, Mont Blanc’s holiday 2016 campaign showcases the journey of the finely crafted products carved beautifully by the skilled craftsman and artisans.
The theme of this campaign is #UnboxTheMagicOfCraft targeting social empowerment. The commercial opens with a Victorian style home on a snowy covered background, surrounded by hills and mountains. The frame then changes to three different craftsmen beginning their days in their respective workshops. Montblanc then goes inside the workspace of the watchmaker to get a better glimpse.
An old gentleman in a white lab coat and enormous glasses examine the intricacies of the timepiece before a close up which shows him working on the finishing touches by tightening a nut bolt. In the next frame, Montblanc travels to a workshop where its writing instruments are made. A craftswoman is shown sharpening the golden nib of the pen before evaluating it fully under the humongous magnifying glass .
The final vignette shows a tanner picking a swatch of leather from the shelf and measuring it with a ruler. After that, the tanner embodies the Montblanc’s black-and-white star emblem seal to the leather. Next, the three craftspeople are shown in a split frame standing together. Each displays their master product made in their workshops. A Montblanc leather wallet, a watch and gold nib fountain pen are shown inside the fancy gift boxes.
Finally, the goods are sent off to the final Mont Blanc store in the city. A woman then enters the store looking for a gift and a sales associate points out to the freshly arrived trio of products. The story ends when the woman discloses that she picked out the Montblanc timepiece as the ideal gift for the Christmas season for her beau. The holiday season is much more than exchanging of gifts. It’s a reflective telling the people to be more compassionate and spread kindness with little acts to spread joy and fervor throughout the merrymaking season.
