Discover The Magic Of Craft [image] by Scholz & Friends Berlin for MONTBLANC

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Discover The Magic Of Craft [image]

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Film, Case study
Market Germany
Agency Scholz & Friends Berlin
Chief Creative Officer Matthias Spaetgens
Creative Director Joerg Waschescio
Art Director Max Marohn, Ramona Junggeburth
Copywriter Felix John
Production Salon Alpin
Released October 2016

Awards

Cannes Lions 2017
Digital Craft Form: Image; Sound; Aesthetic: Video / Moving Image Silver Lion
Digital Craft Form: Image; Sound; Aesthetic: Overall Aesthetic Design Bronze Lion

Credits & Description

Title: Discover The Magic Of Craft
Agency: Scholz & Friends
Brand: Montblanc
Country: Germany
Entrant Company: Scholz & Friends, Berlin
Advertising Agency: Scholz & Friends, Berlin
Production Company: Salon Alpin, Vienna
Chief Creative Officer: Matthias Spaetgens (Scholz & Friends)
Managing Creative Director: Robert Krause (Scholz & Friends)
Creative Director: Joerg Waschescio (Scholz & Friends)
Art Director: Max Marohn (Scholz & Friends)
Copywriter: Felix John (Scholz & Friends)
Account Manager: Nina Stegmann (Scholz & Friends)
Account Manager: Janice Kretschmer (Scholz & Friends)
Strategist: Kilian Kapfer (Scholz & Friends)
Agency Producer: Nele Siegl (Scholz & Friends)
Agency Producer: Kristin Ammon (Scholz & Friends)
Director, Cinematographer, Editor: Lip Comarella (Salon Alpin)
Director, Cinematographer, Editor: Simon Griesser (Salon Alpin)
Musician: Matthias Hacksteiner (Fifth Music)
Character Designer: Daniela Leitner (N/a)
Puppet Construction: A (Oldskull Fx)
Puppet Construction: N (Oldskull Fx)
Animation, Set Construction: A (Cola)
Animation, Set Construction: N (Cola)
Art Director: Ramona Junggeburth (Scholz & Friends)
Account Manager: Jana Huth (Scholz & Friends)
Programmer: Stefan Paul Kernjak (N/a)
Campaign Description:
Montblanc has a long-standing tradition of finest craftsmanship. The craftsmen’s skills and traditions handed on from generation to generation lay the foundation for the brand’s outstanding quality. The campaign’s objective is to bring Montblanc into the consumer’s relevant set for the Christmas season – the highest grossing time of the year – as a brand with a long tradition of craftsmanship.
Execution:
During Christmas time, even the most rational adults long for a time of wonder, for miracles to become true. We address this longing with a magical story of handmade craftsmanship, which seems almost fairytale-like in a world of mass-produced goods. Under the tagline “The Magic of Craft”, we visit the diligent craftsmen at the Montblanc workshops in Switzerland, Italy and Germany. Befitting the content, the web experience itself is a carefully hand-crafted stop-motion animation. The design of the hand-crafted puppets and sets is modern yet emotional and uses a wide variety of materials from silicon, to wood and leather.