THE ULTIMATE PENCIL

TitleTHE ULTIMATE PENCIL
ClientSTAEDTLER NIPPON
Product / ServiceMARS LUMOGRAPH
CategoryA05. Publications
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Brief Explanation

We produced two very detailed drawings using only the Staedtler pencil, to produce a level of appeal that exceeds any photography.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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