By RIO ROSE RIBAYA
As the original was published on 25 May 2017
Computers, tablets, and smartphones may have been dominating our lives in the last two decades, but they have not made writing obsolete. Even with everything going digital, the mastery of penmanship remains to be a relevant skill that is essential to learning – and more importantly, in the handing down of knowledge, history, and culture from one generation to the next.
This belief prompted Montblanc to work with the United Nations Children’s Fund (UNICEF) once again. Only this time, the German purveyor of fine writing instruments and leather goods tapped the influence of local artists and celebrities to lead its global campaign of passing on the gift of writing to Malaysia’s younger generation. From directors and actors to composers and working mums, these popular personalities support Montblanc’s Writing is a Gift collection of luxury writing instruments, timepiece, and jewellery.
Lifestyle Asia is proud to be a part of this advocacy. We conceptualised the creative direction of the photoshoot for actor and director Bront Palarae, writer and producer Desmond Tey, violinist and songwriter Uriah See, and fashion icon and actress Sazzy Falak; which was held at The Ritz-Carlton, Kuala Lumpur on 7 April. We arranged the same for entrepreneur Yasmin Hani at ACME Bar and Coffee in Pavilion KL a week later.
And we couldn’t be more thrilled sharing with you these gorgeous campaign shots for Montblanc’s special collection. A portion of its sales until April 2018 will fund UNICEF initiatives to provide quality primary education to schoolchildren from impoverished families in the country, so do consider checking it out here.