IMAGE STRATEGY & MANAGEMENT CONSULTANTS .
Montblanc International GmbH, the German manufacturer of writing instruments, watches and accessories, wanted to increase the brand goodwill by developing an international charity program, following its tradition to support UNICEF and to promote their Fine jewelry collection.
Mission : Mann & Miller built a whole fundraising campaign for Montblanc, named "Signature for Good", to the benefit of UNICEF working together to fight illiteracy around the world by giving the “power to write” to children without proper access to education. For this charitative program, Mann & Miller has made the sourcing, the contract definition and the negociation in order to enrole twelve A-List actresses : Emily Blunt, Sienna Miller, Milla Jovovich, Susan Sarandon, Christina Ricci, Mira Sorvino, Helen Hunt, Eva Longoria, Marcia Cross, Lauren Hutton, Andie Mac Dowell, Jessica Lange.
Also, our firm has been the advisor of Montblanc in order to define the whole strategy of the Fundraising campaign and the Montblanc Photo Tour "Signature for Good". Mann & Miller created the artistic concept of the program, connecting the Montblanc brand value culture the trends, with the 12 world's most famous actresses who have been photographed wearing Montblanc Fine Jewelry as their favorite literary heroine. For example : Susan Sarandon poses as Carmen, from Prosper Mérimée's Carmen Andie Macdowell masquerades as Dulcinea from Miguel de Cervantes' Don Quixote Eva Longoria channels Scarlett,from Margaret Mitchell’s epic Gone With The Wind Christina Ricci as Juliet from William Shakespeare’s Romeo Emily Blunt as Gwendolyne, from Oscar Wilde's The Importance Of Being Earnes, and more.
The traveling celebrity portraits has been display at Sotheby’s in London, New York, Honk Kong and then making their way back to Los Angeles.
Result : When Montblanc launched “Signature for Good” in early 2009, the initiative’s goal was to raise $1.5 million by May 2010. Eighteen months later, an impressive $4,356,050 have been collected. Mann & Miller is very proud of its involvement in this huge international charitative project allowing Montblanc to achieve such an outstanding result.