Montblanc
Role: Creative Director
Responsibilities:
Creative Strategy
Copywriting
Team Lead
“To win without being truly challenged is to win without glory.”
Montblanc was launching a new timepiece inspired by racing. The concept for this campaign was therefore inspired by a racing mindset: “To win without being truly challenged is to win without glory.”
To run across a five-day SIHH event, I created a competition with 30 challenges that were posted on Instagram and Twitter. Some challenges were easy. Others were truly challenging. Each completed challenge earned points, and whoever had the most points by the end of SIHH won themselves the new timepiece.
We created a bot to track people’s points, had live visualisations of the scoreboard at SIHH, and created various social assets (I even got to interview Hugh Jackman).
The client’s goal was 6000 mentions. This campaign achieved almost 9000 mentions, leading to Montblanc having the highest growth (325%) in mentions of any Richemont brand year on year. I’d call that a win!
