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Q&A: Anouar Guerraoui on Montblanc x UNICEF’s latest campaign

Last week, we were at the launch of the Montblanc x UNICEF campaign at the brand’s KLCC boutique. Amidst the chatter and champagne, we had a chat with Anouar Guerraoui, Montblanc SEA Managing Director, to find out more about the campaign and the collection.

Lifestyle Asia (LSA): How exactly does Montblanc’s global partnership with UNICEF do to help change lives through education and literacy?

Anouar Guerraoui (AG): Montblanc has been partnering with UNICEF since 2004 with the goal of educating five million children around the world. This partnership aims to raise funds to allow UNICEF to develop the programme through reading, writing and even infrastructure to help the children obtain education. There are also funds segmented for teaching programmes to prepare the teachers to deliver the best.

montblanc for unicef
The collection uses the colour blue as a representation of the special partnership with UNICEF.

LSA: What’s the difference between this year’s collection in comparison to the ones from previous years? 

AG: There have been two previous campaigns, but this year we’re focusing on a cross-category approach. The collection is made up of items from all our product lines — timepieces, jewellery, leather goods, accessories, as well as limited edition writing instruments. There’s also a special edition Montblanc Augmented Paper in the collection.

LSA: What are the unique characteristics of Montblanc’s Writing is a Gift collection?

AG: The collection’s unique design incorporates the first alphabets children are taught in Roman, Arabic, Chinese, Hindi, Japanese and Korean. These six alphabets can be seen throughout the items in the collection, such as the Montblanc Meisterstück pen. These six languages are chosen to represent the global approach of the campaign.

LSA: Why was the colour blue chosen to be the key colour of the collection?

AG: It was chosen to signify the special partnership with UNICEF, and can be seen in all the items of the collection. Even in the writing instruments and jewellery, little blue sapphires are used to represent this.

LSA: Thew new collection also features an update on the Montblanc Augmented Paper. Can you tell us more?

AG: This very successful product integrates the practice of traditional writing with a more digital workflow. For this collection, we’ve replaced the classic black case with a blue one to represent the partnership with UNICEF. There are also engravings of the six chosen alphabets on the back of the Augmented Paper.

montblanc for unicef
The limited edition Montblanc Heritage Spirit Orbis Terrarum for the Montblanc for UNICEF collection.

LSA: Why was the Montblanc Heritage Spirit Orbis Terrarum chosen to be featured in the new collection?

AG: The watch had to be one that represents the world, because that’s what UNICEF stands for — empowerment of children on a global scale. The dial has 24 different time zones, which is a good representation of this global campaign. In the collection, there are three limited edition pieces each in either Arabic, Chinese or Latin letters.

LSA: What’s next in the pipeline for Montblanc, particularly in Malaysia?

AG: This current campaign is undoubtedly the biggest launch of the year, and we will be supporting it all year round through social media and marketing campaigns as well. Later in the year, there will also be some exciting things happening for Father’s Day and Mother’s Day.

Find out more about the campaign here, and view the new collection at the Montblanc boutique in Suria KLCC from April 2017.

This post is sponsored by Montblanc. 

Montblanc, Level 1, 131-132A, Suria KLCC, Kuala Lumpur City Centre, 50088 Kuala Lumpur, Malaysia, +60 3 2166 2886

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