CONCORDE

TitleCONCORDE
ClientSTAEDTLER
Product / ServiceSKETCHING PENCIL
CategoryA02. Posters
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company LEO BURNETT HONG KONG, HONG KONG
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. With the success of last year’s campaign, this year features new inspirations to refresh the campaign.

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. This time, groundbreaking architecture and aerospace design are conceived from the tip of a STAEDTLER pencil.

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
Dalton M. Ghetti Acknowledged And Supported By:
Henry Chan Computer Retoucher
Stephen Cheung Photographer
Candy Chan Leo Burnett/Hong Kong Brand Executive
Hanford Sheng Leo Burnett/Hong Kong Associate Brand Director
Margaret Chan Leo Burnett/Hong Kong Management Supervisor
May Chan Leo Burnett/Hong Kong Art Director
Fanny Lau Leo Burnett/Hong Kong Copywriter
Wen Louie Leo Burnett/Hong Kong Copywriter
Adrian Lam Leo Burnett/Hong Kong Creative Director
Miranda Shing Leo Burnett/Hong Kong Creative Director
Connie Lo Leo Burnett/Hong Kong Executive Creative Director