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2021 Next Creative Leaders Work - NCL Work

What Moves You, Makes You

Agency Zeynep Orbay

Client NCL 2021 | Zeynep Orbay


NCL 2021

Annual ID


The campaign highlights authentic stories supporting the idea that following your passion defines you as a person. It underscores Montblanc’s core belief that everyone can leave a mark; not just by leaving a stamp on their way to success, but enjoying the journey along the way and pursuing endeavors that inspire and excite at every turn.

As part of this campaign, Montblanc introduced ‘Mark Makers’, the passionate doers who pursue what they love and follow intuition over directions. Driven by a higher purpose and a love of what they do, they embody the values of those who are changing the face of what success really means, with their willingness to make things happen paired with the inspirational mind-set that makes them stand out.

The integrated campaign brings to life the authentic, real stories and unique perspectives of three Mark Makers through a series of films, print, digital, out-of-home and social content that personify the idea of ‘What Moves You, Makes You’.

This project is:

Wieden+Kennedy Amsterdam

Client URL

My Role in This Project
Me and my creative partner came up with the idea, and I was involved from the beginning till the delivery as the art director of the project.

We had just started working with Montblanc back then, and our aim was to shift the POV of the brand to a more inclusive, contemporary point. Montblanc is a brand with a great heritage but the target audience had always been traditional businessmen. We shifted this to the business people of today. We collaborated with Spike Lee and other ambassadors to create a global campaign that highlights this change by redefining what success is.

I was lucky enough to spend time in Spike Lee’s office, go through his memorabilia with him and collaborate with him to write the script together with my creative partner. This has been one of the most unforgettable periods of my work life so far.

2021 Awards

NCL Work
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