All aboard the Montblanc Panorama Express. WPP Media and Montblanc opened the doors to the brand’s #LetsWrite 2025 global campaign with a grand OOH takeover across Shanghai’s West Nanjing Road and Beijing Sanlitun. Channeling a Wes Anderson–style aesthetic, the creative celebrates the power of storytelling through writing—inviting passersby to pause, reconnect, and write.
Cast, craft, and a journey of inspiration
Starring global ambassadors Jing Boran and Xin Zhilei, the “Voyage of Panorama” turns two of China’s most photographed streets into a moving platform for ideas. Every “stop” becomes a cue to reflect—and to put pen to paper.
From impossible site to landmark OOH
Behind the scenes, WPP Media and Montblanc orchestrated a first-of-its-kind location win. The team navigated intensive negotiations, overnight construction, and precision-led design alignment across two challenging billboard placements—meticulously crafting every detail for maximum impact.
Timing that turns heads—and feeds social
As the campaign went live, momentum synced perfectly with Xin Zhilei’s Venice Film Festival Best Actress win—sparking an organic surge across social platforms. On Red (Xiaohongshu), the OOH quickly became a must-visit “check-in” destination, transforming viewers into participants and amplifying engagement far beyond the sites.
Why it matters for luxury OOH
Luxury storytelling thrives where craft meets place. By integrating cinematic art direction, landmark media, and social-native behaviors, the Panorama Express shows how OOH can serve as both brand theatre and community magnet—driving frequency, memorability, and shareability in one cohesive system.
“This campaign is a demonstration of our team's unwavering dedication—from securing the impossible industry-first landmark OOH to flawless execution and strategic social amplification—delivering a truly phenomenal and inspiring success!”
FAQs about this campaign
What is the Montblanc Panorama Express?
A flagship OOH takeover for the #LetsWrite 2025 campaign, staged on landmark sites in Shanghai and Beijing.
Where did the campaign appear?
On West Nanjing Road in Shanghai and in Beijing’s Sanlitun district—two of China’s most iconic commercial corridors.
Who stars in the campaign?
Global brand ambassadors Jing Boran and Xin Zhilei.
Why did it generate so much buzz?
Cinematic design, precision execution, and timely alignment with Xin Zhilei’s Venice Film Festival Best Actress win created organic social momentum—especially on Red (Xiaohongshu).
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