Montblanc celebrates 100 years of the emblematic Meisterstück by giving it the titular role in a Wes Anderson-directed campaign.
For its hundredth year of existence, the Meisterstück is finally getting the role it deserves. It is front and centre as the plot and premise of Wes Anderson’s latest film for Montblanc, starring alongside esteemed actors in the likes of Rupert Friend, Jason Schwartzman and even the director himself. For the principal photography of the German luxury house’s latest campaign, Anderson took the iconic writing instrument — alongside some of Hollywood’s biggest names — to the fictional Montblanc Headquarters atop the snowy peaks of Mont Blanc mountain.
The merger of two icons reveals itself in the subject matter of the film. Shot in the distinctive Wes Anderson aesthetic that permeated TikTok for the better half of last year, the black cigar-shaped writing instrument (and its three gold rings and handcrafted gold nib) is exalted in Anderson’s equally iconic narratives. Come for Anderson’s signature eccentricities and stay to see the Meisterstück’s evolution across a century, we say. Chockful of references to the maison’s origins and even recent activations, the film presents itself as a challenge to perhaps even the most discerning of Montblanc loyalists to break down and capture the numerous easter eggs packaged within. (Hint: there might be a special library that nods to a special thematic project that unfolded sometime last year!) It is a creative collaboration like no other, as Anderson’s distinct framing and colouring will be lent to other campaigns and projects across the next 365 days of the writing instrument’s centennial celebration. “For 100 years, the Meisterstück has captured millions of stories, passing through the hands of authors, creatives, and everyday writers. It was finally time to make this writing icon the protagonist of the story, but we wanted to do it in a way that was completely unexpected and surprising. That’s why we invited Wes Anderson, one of today’s great storytellers, to put his own unique spin on the world of Montblanc through his inimitable storytelling and unmistakable visual identity. It’s certainly a very different way for our Maison to show up, and we are excited for the world to rediscover us in a new light”, says Vincent Montalescot, Montblanc Chief Marketing and Merchandising Officer.
And as an epilogue of sorts, the house will be throwing an extra special bash in the heart of Los Angeles. As per Anderson’s style of employing a star-studded casting roster, expect the same celebrity treatment; as Thai actor Mew Suppasit, Singapore’s own Xubin and the original cast of the campaign are expected to grace the writing instrument’s 100th birthday party.
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