Title | THE PENCIL CAMPAIGN |
Brand | STAEDTLER |
Product / Service | SKETCHING PENCIL |
Category | A02. Posters |
Entrant | LEO BURNETT HONG KONG, HONG KONG |
Entrant Company: | LEO BURNETT HONG KONG, HONG KONG |
Design/Advertising Agency: | LEO BURNETT HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Connie Lo | Leo Burnett Hong Kong | Executive Creative Director |
Miranda Shing | Leo Burnett Hong Kong | Deputy Executive Creative Director |
Adrian Lam | Leo Burnett Hong Kong | Creative Director |
Wen Louie | Leo Burnett Hong Kong | Creative Director/Copywriter |
May Chan | Leo Burnett Hong Kong | Senior Art Director |
Fanny Lau | Leo Burnett Hong Kong | Copywriter |
Margaret Chan | Leo Burnett Hong Kong | Management Supervisor |
Hanford Sheng | Leo Burnett Hong Kong | Brand Manager |
Stephen Cheung | Photographer | |
Henry Chan | Computer Retoucher | |
Dalton M. Ghetti | Acknowledged And Supported By |
To remind people, especially the younger generation, that the power of creativity comes from the freedom and inspiration of pencil sketching.
More and more, the younger generation has succumbed to the convenience of digital technology and replaced the classic technique of pencil sketching with digital sketch pads. STAEDTLER, the world-renowned sketching pencil believes that inspiration derived from pencil sketching can never be replaced by any digital means. STAEDTLER intends to revive the memory in people of where designs originally begin - A sketch pencil.
Using classic design icons in various categories, we show how these classic designs were born from pencil sketches by magnifying and crafting STAEDTLER's pencil tip graphite into microscopic miniatures of these icons. All these designs were born long before computer drawings were invented.
The designs successfully grasped the attention of professionals and design students. They showed preference in using pencil sketching against digital pads, as well as the brand.