Cover A still of Montblanc Meisterstück's 100th Anniversary campaign film starring, directed and written by Wes Anderson (Photo: Montblanc)
A still of Montblanc Meisterstück's 100th Anniversary campaign film starring, directed and written by Wes Anderson (Photo: Montblanc)
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Montblanc rings in 100 years of Meisterstück with a campaign directed by Wes Anderson
For a century now, Montblanc's Meisterstück has symbolised refined taste as a trusted instrument of literary culture. Whether for official purposes or recreational use, the iconic pen has left a permanent impact on the pages of history.
To commemorate its 100th year since its introduction in 2024, the Maison tapped Academy Award-winning director Wes Anderson to helm its official campaign film, which also stars Rupert Friend and Jason Schwartzman.
The short feature, shot through Anderson's signature quirky lens, shows the filmmaker and his co-stars at the fictional Montblanc Headquarters atop the eponymous Mont Blanc Mountain. There, they recount the brand's storied origins and discuss the enduring value of handwriting.
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Above A still of Montblanc Meisterstück's 100th Anniversary campaign film starring, directed and written by Wes Anderson (Photo: Montblanc)
Above A still of Montblanc Meisterstück's 100th Anniversary campaign film starring, directed and written by Wes Anderson (Photo: Montblanc)
A still of Montblanc Meisterstück's 100th Anniversary campaign film starring, directed and written by Wes Anderson (Photo: Montblanc)
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As Montblanc's flagship pen, Meisterstück. It is said that its invention had been accidental, as customers began to request writing instruments for “Sunday-use,” meaning finer tools meant for more unique occasions.
The writing instrument's composition has evolved over time from its first iteration as a simple black safety pen. Its developing appearance coincided reflected influences from different eras but some of its certain design motifs became finalised over 50 years ago. Some of these include the number 4810 engraved on its nib, referencing the height of the Mont Blanc mountain in metres, as well as a streamlined cigar shape and three gold rings adopted in the Forties and Fifties.
Montblanc also introduces The Origin collection to mark their centenary anniversary. Each edition features a special design nib with the number 100 as well as the years 1924 and 2024.
“At the peak of the digital age, the Meisterstück continues to be considered a symbol of culture, creativity and connection. It is above all synonymous with the power of handwriting,” says Alessandra Elia, Montblanc’s director of writing culture.
Above Montblanc's Meisterstück The Origin collection with the original Meisterstück packaging (Photo: Montblanc)
Montblanc's Meisterstück The Origin collection with the original Meisterstück packaging (Photo: Montblanc)
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Besides writing instruments, the campaign references Montblanc’s quality watches and leather goods, including commemorative Meisterstück 100 products such as notebooks. Ink bottles, cufflinks, and bracelets are also taken to the stage, representing the varied choices from the House’s selection.
The campaign’s venture into Anderson’s world reflects the connection between the pen and the writer. As one of cinema’s most beloved storytellers, his aesthetic spins the brand in an exciting light, allowing viewers to re-discover the experience of writing by hand.
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About
Julianna has been interested in leading a literary life since she first read Frances Hodgson Burnett's A Little Princess at eight. Before working with Tatler, she was an archive intern at The Center for Fiction in Brooklyn, New York. She is a textbook Pisces who devotes most of her spare time to her crochet projects, watching classic films, and going through her never-ending pile of unread books. She studied creative writing, global literature and art history at Sarah Lawrence College, graduating with a Bachelor of Arts degree in 2022. Toni Morrison, Nora Ephron, Clarice Lispector and Jia Tolentino are among her all-time favourite writers.
Work
Julianna writes about fashion, beauty, sustainability, and the arts. She is always keen on conducting interviews with talented women who are changing the game in their respective fields.
For event invites and story leads, hit her up at julianna.cabili@tatlerasia.com
