May 1st, 2018
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“All grown-ups were once children… but only few of them remember it.” Antoine de Saint-Exupéry‘s well-loved tale The Little Prince has been inspiring generations of readers since it was first published in 1943. Since then, the beloved story has found a permanent spot in popular culture, having made its way to everything from the silver screen to luxury wristwatches.

This year, the beloved character is making its appearance in writing instruments and accessories from Montblanc. “We love stories and we love imagination and creativity, and I think limited editions and high-end pens are an amazing part of Montblanc because there is no limit to what we can imagine,” Montblanc CEO Nicolas Baretzki explains.

Inspired by the storybook character it is named for, the Meisterstück Le Petit Prince Collection comprises a series of writing instruments, cufflinks, a money clip and even a men’s woven leather bracelet.

To promote the new Meisterstück Le Petit Prince pens in China, the luxury writing instrument maker created a digital experience on WeChat together with its appointed digital agency in China, DLG.

Launched mid-March, the digital experience takes users on a virtual journey around the universe, across various planets, in search of the Little Prince. Upon locating the elusive Little Prince, users will be prompted to complete a couple of simple tasks (such as tracing the outline of a sheep with a virtual pen) before the Little Prince presents him or her with a gift.

Nestled within the box offered by the Little Prince is the Montblanc Meisterstück Petit Prince pen. Users are then prompted to either purchase the item from the Montblanc official online store, or leave their contact information for a chance to win a little something from the brand.

Have you found your Little Prince yet?

Scan the QR code below (with WeChat only) to discover the campaign.