14 Peaks climber Nimsdai Purja ascends in mountainous Montblanc campaign
Montblanc has partnered with Nepalese mountaineer Nimsdai Purja and star of Netflix’s 14 Peaks: Nothing is Impossible documentary for the latest installment of its ‘What Moves You, Makes You’ campaign.
Nimsdai Purja for Montblanc / Montblanc
Creative agency Wieden+Kennedy Amsterdam has worked with the watchmaker to produce a series of films and key imagery launching online, in Montblanc stores and across its social media platforms.
In 2019 Purja broke the world record for climbing 14 8,000-feet peaks in just seven months. The brand films center on three states of mind that push Purja to complete his climbs: fear, commitment and motivation.
Since Purja already has a Netflix film and has written a book, Montblanc wanted to find an angle that was “additive” and show a side of him that hadn’t been heard before.
According to Montblanc, Purja “embodies the pioneering spirit” of Montblanc’s brand by “tirelessly following the path he sees and the goals he set for himself.” Its chief marketing officer Vincent Montalescot added he is a “true mark-maker in the world of mountaineering, as legendary as Reinhold Messner.”
Wieden+Kennedy Amsterdam’s creative directors, Elena Knox and Joe Burrin, said Purja is a perfect fit for the brand. “The Montblanc work we do aims to inspire, and who better than someone who’s made a career of achieving the unthinkable in the mountaineering community?”
The ‘What Moves You, Makes You’ global brand platform was launched in 2020 with Mark Makers, Spike Lee, Taron Egerton and Chen Kun, and the second installment in 2021 featured Peggy Gou and Cillian Murphy.