Crafting Australia's most memorable buying event for Montblanc.
We brought together Australia's most influential people to dream of a better world for children through the "gift of writing"
Montblanc is the leader in luxury pens and Swiss mades watches since its foundation in Berlin in 1906. In 2017 Montblanc and UNICEF announced the continuation of their long-standing partnership to help some of the world’s most vulnerable children access education. The partnership, formed in 2004 through a shared vision of empowering children through education, has to-date raised more than US$10 million for UNICEF’s work for children. This new collaboration is called "the gift of writing", With the aim to improve the learning of over 5 million children who otherwise would be denied access basic learning, teaching and the use of essential learning materials, “each item from the “The gift of Writing”.
For Montblanc x Unicef Collection in Australia this was a launch over a decade in the making, and as Montblanc launched the collection in New York with Huge Jackman, the challenge was to make the "gift of writing" just as appealing to a new stream of customers. UNICEF's brief was for Montblanc to demonstrate through a collection how the private sector sees investing in early childhood care and education. Montblanc was tasked to launch the collection in a unique way that utilises both physical and digital experiences.
The solution to provide the gift of writing was to culminate writing with painting and art, and the "gift" of writing would be in the litteral gift of painting along-side Australia's most recognisable artist David Bromley. And to make it better, Lauren convinced David to open his private studio for the first time. Additionally Lauren would have David Bromley paint on the collection which would be won in raffle and auctioned. Partnering with BMW and Australia's largest event's company, Montblanc Launched in David's studio to media applause and a sold out collection shortly after.