Contrary to popular belief, the essence of Ramadan does not only reside in the abstinence of food and drink but rather in the growth one can reach through 30-days of inner reflection, spiritual renewal, and self-questioning. As the tradition requires, the journey towards personal betterment and improvement involves feeding the mind instead of the body. This year, unlike most of the Ramadan advertorials inundating our inboxes, Montblanc has decided to eschew the traditional dining table setting for its latest campaign in lieu of something a little more intellectual — the library.
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So much more than just a piece of architecture, a library is a place for gathering, exchanging ideas, and for sharing in deeply tangible ways through conversation. As we delve into the beauty and significance of this special period of the year, the German manufacturer and distributor of luxury goods takes on an in-depth exploration of the Mohammed bin Rashid Library, an architectural wonder widely considered a beacon of culture and knowledge in the UAE. Celebrating the power of creativity and inspiration in a month where introspection is highly suggested, the bottled experience of Ramadan, portrayed visually through a striking campaign video directed by esteemed Tunisian filmmaker Amel Guellaty, features some of the region’s most inspiring figures, including Abdulrahman and Turki Gazzaz, two talented architects from Jeddah, alongside multi-talented Emirati actress and TV presenter Mahira Abdelaziz.
The clip sees the Gazzaz brothers on a quest for creative inspiration for their newest design project, a majlis, taking them to wander the library’s marvels, where they meet Abdelaziz, and together they engage in a collaborative brainstorming session that showcases the power of transmission.
The emotional campaign’s soundtrack is an original creation produced by Montblanc Regional Mark Maker, Basil Al Hadi, who goes by the moniker Karrouhat. The Jordanian multi-hyphenate’s musical genius blends contemporary sounds with a hint of Arabic music, and adds a unique touch to the campaign’s allure alongside stunning stills, captured by the creative lens of Tunisian director and fashion photographer, Moez Achour.
In harmony and symbiosis with the holy month’s spirit, the visual recreation of some of Ramadan’s core themes resonates with audiences as it inspires writing, while also reminding, of how far one can go when surrounded by the right people with the right intention. Serving as a heartfelt tribute to the power of transmission, Montblanc’s campaign acts as an awe-inspiring display that demonstrates the limitless possibilities that can be achieved when imaginations unite.
For more information, visit www.montblanc.com.