THE PENCIL CAMPAIGN

TitleTHE PENCIL CAMPAIGN
ClientSTAEDTLER
Product / ServiceSKETCHING PENCIL
CategoryA02. Posters
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company:LEO BURNETT HONG KONG, HONG KONG
Design/Advertising Agency:LEO BURNETT HONG KONG, HONG KONG

Brief Explanation

To remind people, especially the younger generation, that the power of creativity comes from the freedom and inspiration of pencil sketching.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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