Title | THE ULTIMATE PENCIL |
Brand | STAEDTLER NIPPON |
Product / Service | MARS LUMOGRAPH |
Category | A02. Posters |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Hideto Yagi | Dentsu Inc. | Designer |
Koumei Baba | Tohokushinsha Film Corporation | Production Producer |
Yosuke Mochizuki | Tecono | Retoucher |
Takaya Sakano | Sakano Photograph Office | Photographer |
Dai Hirose | Dentsu Inc. | Copywriter |
Shinya Nakajima | Tohokushinsha Film Corporation | Creative Director |
Hideto Yagi | Dentsu Inc. | Illustrator |
Hideto Yagi | Dentsu Inc. | Art Director |
We produced two very detailed drawings using only the Staedtler pencil, to produce a level of appeal that exceeds any photography.
In an era of IT advancement where there is an ever-decreasing use of pencils for communication and expression, our brief was to create corporate brand advertising featuring the Mars Lumograph, a product that goes back to Staedtler’s very origins.
Drawing a profusion of flowers in bloom conveyed the ability to portray fleeting beauty, while drawing each and every wrinkle on the face of a man who has lived a long life communicated the ability to portray life.
The release of the ads created tremendous interest and promotional books also sold out. They also received a large number of hits on the company homepage and YouTube. We achieved significant results with a small budget and were also able to contribute to Staedtler brand recognition.