TREE

TitleTREE
ClientFABER-CASTELL INTERNATIONAL INDONESIA
Product/ServiceERASER
CategoryB01. Posters
EntrantLEO BURNETT INDONESIA Jakarta, INDONESIA
Entrant Company LEO BURNETT INDONESIA Jakarta, INDONESIA
Advertising Agency LEO BURNETT INDONESIA Jakarta, INDONESIA
Production Company 3RD EYE STUDIO Jakarta, INDONESIA

Brief Explanation

Faber Castell’s brief to the agency was to tap on to consumers irrespective of purchase journey and help create top of mid recall for the eraser product segment. The task for communication was to create a role in life for Faber Castell Erasers that drives recall for a longer time period.

The Brief

Faber Castell's product range has offerings ranging from writing to highlighting and erasing, for daily use by students and non students alike. In Indonesia, the eraser segment of Faber Castell needed communication support to aid growth and preference of brand. Erasers come second to pencils and inherently the category being low on involvement, brands like Faber Castell need to create top of mind recall.

How the final design was conceived

The idea successfully connects a high involvement point of discussion with the role of the product. We observed consumers to understand a simple fact that people do not hesitate to scrap paper instead of corrections. This behaviour is the reason usage of an Eraser gets ignored.

Indication of how successful the outcome was in the market

The creative idea uses the high involvement topic of deforestation and connects it back to Esaers, when people are usually expecting a different solution. Faber Castell’s Erasers simplify and insightfully makes us realise how our small habit can contribute to a topic of importance to the world. Because, using more erasers results in saving more trees.

Credits

Name Company Position
Brian Charles Capel Leo Burnett Group Indonesia Group Executive Creative Director
jules Tan Leo Burnett Group Indonesia Creative Director
Bahari Chandra Kasih Leo Burnett Group Indonesia Creative Group Head
Bahari Chandra Kasih Leo Burnett Group Indonesia Art Director
Andreas Leo Burnett Group Indonesia Digital Imaging
Bahari Chandra Kasih Leo Burnett Group Indonesia Copywriter
Bahari Chandra Kasih Leo Burnett Group Indonesia Graphic Designer
Bahari Chandra Kasih Leo Burnett Group Indonesia Illustrator
Dedi Supriadi Art Ina Illustrator
Bahari Chandra Kasih Leo Burnett Group Indonesia Typographer
Debajyotti Dutta Leo Burnett Group Indonesia Head of Business
Ivonne Edenton Leo Burnett Group Indonesia Account Director
Kuntum Amadhea Irdam Leo Burnett Group Indonesia Producer