With its origins deeply rooted in the culture of writing, the world of words has always been Montblanc’s domain, and no place represents this world more perfectly than a library. Therefore, a journey through its bookshelves is an opportunity to be inspired by the power of words engraved on thousands of pages, to generate ideas, and awaken the imagination. Libraries also serve as windows to the identity and history of a culture or city, with years of stories preserved on their shelves.
Hence, Montblanc’s latest global campaign, titled “The Library Spirit,” is an invitation to discover the dynamic and diverse identity of cities through their literary spaces and the curious souls who navigate their shelves in search of new ideas and inspiration. It’s a campaign that highlights the inspiring power of libraries worldwide, from London to New York and from Shanghai to Lisbon or Madrid.
“Libraries are such captivating and fascinating windows into the soul of a city, a country, a culture. They are places of enlightenment, inspiration, and creation where stories are preserved, ideas are waiting to be discovered or rediscovered,” says Marco Tomasetta, Artistic Director of Montblanc. “Our campaign took us on a journey around the world because, while the power of words is universal, each city has its own influences expressed in its libraries, and the explorers who inhabit them have their own personality and unique styles, with Montblanc as part of their discovery journey,” he adds.
In addition to showcasing how the campaign’s protagonists explore these literary spaces and put their ideas down on paper, their visuals also emphasize the importance of the desk as an intimate and personal space where books can be read, and ideas can be developed and recorded on paper with Montblanc writing instruments in hand.
The campaign, captured by internationally renowned photographer Mariano Vivanco, features models Garrett Neff and James Turlington, as well as model, actress, and book enthusiast Liya Kebede. In one of the two cities featured last, images were captured in a local bookstore in Shanghai, featuring actor and Montblanc global ambassador Jing Boran. Meanwhile, in New York, the campaign visuals were shot at the iconic New York Public Library in Midtown Manhattan. As for the products featured in these visuals, they include new leather pieces from the Montblanc Extreme 3.0 collection, the Montblanc StarWalker SpaceBlue Metal Fineliner writing instrument, the Montblanc 1858 Iced Sea Grey Dial watch, and the new MTB 03 headphones.