Montblanc Campaign Celebrates 110 Years of Innovation “Pioneering Since 1906. For The Pioneer In You” new integrated campaign featuring brand ambassador Hugh Jackman tells the story of the Maison’s pioneering spirit with an immersive digital hub at its centre. Montblanc celebrates the pioneering spirit that has guided the Maison since 1906. Starring award-winning actor and global brand ambassador Hugh Jackman, “Pioneering since 1906. For the pioneer in you” articulates in print and digital the Maison’s unwavering passion for innovation that has resulted in the creation of fine lifetime companions for the past 110 years, designed for those who strive to lead the way and shape their own path to achievement.
“This new campaign is an open invitation to discover the world of Montblanc in an unexpected way, and experience its trajectory from its founders’ bold ambition to revolutionize the culture of writing with an innovative fountain pen to becoming the renowned creator of outstanding writing instruments, timepieces, leather goods and elegant jewellery,” explains Montblanc CEO Jerome Lambert. “We have created an immersive experience online featuring Hugh Jackman, through which the Maison tells its story in an exciting yet personal way, inviting today’s forward-thinking minds to unleash the pioneer inside themselves.”
A cinematic brand film directed by Directors Guild of America award winner Andreas Nilsson is the gateway to the online experience, the centrepiece of the campaign. Shot in Budapest and featuring over 70 actors and many different sets, the film charts Montblanc’s trajectory over the last 110 years, as Hugh Jackman going back in time to revisit some of the Maison’s milestone pioneering moments. As he walks through history, he encounters Montblanc founding fathers August Eberstein, Alfred Nehemias and Claus Voss establishing the company that would revolutionize the culture of writing, the arrival of the first Rouge & Noir safety fountain pen that inspired the Maison’s latest collection of writing instruments, the technical innovations of the early 20th century and the great Atlantic crossings that had an indelible impact on Montblanc’s founders now illustrated in the new 4810 Collection of fine timepieces.
The most iconic of writing instruments, the Montblanc Meisterstück makes an appearance in the hands of politicians, writers and even a fictional secret agent. The film closes with Hugh Jackman in 2016 sharing the ways in which the Maison's collections continue to be true to the pioneering spirit, crafted for people who are constantly inventing their very own idea of success.