Montblanc launched its 2025 global advertising campaign in Shanghai, featuring actors Jing Boran and Xin Zhilei. Created under Wes Anderson’s artistic direction, the campaign presents a surreal “panoramic train” concept rooted in his signature retro aesthetic. The debut took place on Nanjing West Road, home to Plaza 66, Citic Square, Réel Mall, and Jing An Kerry Centre, hosting over 200 luxury brands including Louis Vuitton and Hermès.