Montegrappa hits Dubai’s billboards with its latest product launch of the Wild Baobab pen from their Solidarity Edition. There are several different types of the same pen design such as the rollerball and ballpoint editions to fit consumer preferences however, the campaign focused on the classic fountain pen which uses rich ink. The ad shows that Montegrappa has a convenient branch at The Dubai Mall which will have this particular product on display. The newly released pen only has a limited number of editions. Montegrappa produced the WILD: Baobab pen as they were inspired by a passion for nature’s wild and untamed beauty. The model and design of the pen shown in the ad indicates that there is a deep story behind this limited edition which has to do with Montegrappa’s collaboration with explorers from National Geographic as well as photographers Uri & Helle Løvevild Golman who are also the founders of the WILD Nature Foundation. This foundation’s main goal is to intensify the fight to rescue virgin habitats in a non-profitable manner. Uri and Helle are award-winning partners who seek to reduce rates of animal extinction. Montegrappa is also a founding partner of the WILD Foundation and they target documenting and developing the protection of wild animals and nature. The ad copy shows that this collaboration will give Montegrappa and consumers more power to preserve our beautiful planet and the need to preserve is derived from our own capacity and strength of love. This explains why Montegrappa’s motto “What you love, You will protect” is bold and clear in the campaign. The graphic design of the ad is consistent with the overall theme since there is a compass next to the photograph of the pen. The compass design includes the name of the pen “Wild Explorer”, along with the motto. The pen’s lid is also shown to have a small carved-in compass on its surface. The campaign also features the official website for purchasing and additional information. The background of the ad uses rainforest or a jungle-like photo and theme, to give off the exact vision they are aiming to accomplish. The fountain pen has organic textures that evoke the vibes of Africa’s Baobab tree and the beautiful imperfections of nature. The pen has a striking pocket clip that is very eye-grabbing and symbolizes the energy that drove Uri and Helle’s mission. The pen also has a small design of a Snowy Owl feather and this was mainly inspired by the full-length tattoo that Uri has on his forearm that symbolizes his love for his wife Hellle. In 2017, Uri came within inches of his life when he and Helle were severely attacked in Libreville’s marketplace, Gabon. What should have been a well-planned expedition of 5 years instead became the hardest and toughest journey. Their journey is honorable and in the eyes of Montegrappa which is why the company is proud to sell the Solidarity Edition Release. The Wild Explorer campaign was displayed as a Uni-Pole in Sheikh Zayed Rd, Dubai. It is a new launching campaign which started in the first week of May. It is Montegrappa’s first time to release such a campaign.
