Montblanc Carlo Collodi

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Collodi‘s Pinocchio lives his adventure. A timeless story told in a contemporary way.

August 2011

Collodi‘s Pinocchio lives his adventure / A timeless story told in a contemporary way

Design of the web special / uses origami-like elements


The pen / is integrated into a reproduction of Collodi’s world

Positioning / Montblanc as “artistic and cultural brand”


Briefing:

Task: Make Collodi‘s Pinocchio a modern and media-compatible experience.
. The core message: Montblanc pays tribute to the world’s most famous fairytale
. Demonstrate the close connection between the pen and the story
. Show the relevance of Collodi‘s works in current times
. Make new and existing customers interested in the Montblanc brand
. Positioning of Montblanc as “artistic and cultural brand”

Realisation:

. Key figures from Collodi‘s story are integrated into the pen
. In the web special, these figures develop a life of their own, showing the user that their stories have not become outdated

Design:

. The design of the web special uses origami-like elements
. Just like Carlo Collodi, who starts the story with a white sheet of paper, we tell the story visually using paper as a medium. Out of an empty space, creativity and fantasy give rise to characters and stories
. The pen is integrated into a reproduction of Collodi’s world
. Interactive elements and information are very low key, reinforcing the focus on the the illustrated story
. Animated characters, camera tracking shots and an enchanting musical backdrop bring the modelled world to life

Special:

. “Pinocchio needs your help!”: via Facebook Connect, the user is invited to help the hero out of a tricky situation
. Pinocchio succeeds in escaping with the help of the user and his “127 friends”

Project period:

July 2011 - August 2011
DEUTSCH