TO THE POINT CAMPAIGN

TitleTO THE POINT CAMPAIGN
BrandSTAEDTLER
Product / ServiceHIGHLIGHTERS
CategoryB03. Illustration
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company LEO BURNETT HONG KONG, HONG KONG
Advertising Agency LEO BURNETT HONG KONG, HONG KONG

Credits

Name Company Position
Connie Lo Leo Burnett/Hong Kong Chief Creative Officer
Brian Ma Leo Burnett/Hong Kong Executive Creative Director
Alfred Wong Leo Burnett/Hong Kong Executive Creative Director
Wen Louie Leo Burnett/Hong Kong Creative Director
Kenny Ip Leo Burnett/Hong Kong Creative Director/Art Director
Jessie Fung Leo Burnett/Hong Kong Creative Director/Copywriter
Ra Tang Leo Burnett/Hong Kong Art Director
Margaret Chan Leo Burnett/Hong Kong Managing Director
Hanford Sheng Leo Burnett/Hong Kong Brand Director
Greg Sutcliffe Copywriter
Visionary Group Illustrator

Brief Explanation

To promote STAEDTLER highlighters as the essential tool for helping you find the essential information you're looking for, whatever you're reading.

The Brief

When people think of STAEDTLER, they usually think of our drawing pencils or coloured pencils. No one ever really thinks 'Highlighter'. STAEDTLER highlighters are of the highest quality, providing exceptional readability and helping you focus on the essentials. So we needed to raise awareness of our highlighters and make them as popular and ubiquitous as the STAEDTLER pencil.

How the final design was conceived

To dramatize how easy it is to spot what you're looking for with STAEDTLER highlighters, we showed how we make one little detail stand out from an entire book. We created sculptures carved out, page by page, from actual books. The title of the book suggests the situation you're in, and the sculpture shows how what you're looking for is buried within its pages. Even if it's as difficult as finding water in a desert, STAEDTLER will make that essential piece of information stand out.

Indication of how successful the outcome was in the market

The intricately handcrafted book sculptures generated a lot of interest, helping to raise awareness of STAEDTLER's exceptional highlighting abilities. Many people shared the book sculpture on Facebook and different design blogs. As a result, awareness of STAEDTLER highlighters rose to 20% following the campaign.