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The luxury house has partnered with the trio on a new global brand campaign centered on “What Moves You, Makes You.”
Said to be in the spirit of Montblanc’s mission “to inspire people to express their full potential on their own terms, and celebrates those who have found their own original path to rewriting the codes of success for the 21st century,” the men will be featured in print, on video and in social content to support the campaign. “It expresses a new aspiration to live a life where the professional and personal don’t compete with each other but enrich one another. While at different stages in their careers, the three creative catalysts we are spotlighting are living proof that following what moves you, ultimately leads you to a place of fulfillment and success,” explained Montblanc’s Vincent Montalescot, executive vp of marketing.
Added the company’s CEO Nicolas Baretzki: “As a Maison founded by pioneers who set out to create innovative products for those seeking to make their mark in the world, this campaign is in fact an evolved expression of our DNA. The way people work has changed, and priorities and values have shifted, therefore we felt it was time to redefine the codes of success to reflect the changes are customers are experiencing. Being a ‘mark maker’ is a different way of thinking. It is no longer about status or reaching the top but it’s about the meaningful, purposeful and enriching journey we take to get there, and the people we impact on our way.”
The campaign will focus on the three “Mark Makers” and their individual journeys with Lee penning his scripts by hand, Egerton heading off into New York where he’s transfixed by a magical realism moment of having thoughts projected onto billboards, and Chen Kun is heard narrating a letter over scenes featuring real students at his acting school, the Dome Studio.
Created by agency Wieden + Kennedy Amsterdam, the campaign is rolling out at the end of this month, and it follows an appearance by Chen Kun launching a new flagship Montblanc boutique in Shanghai in July.
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