ARTIST COLOR PENCILS : "THE SCREAM" Design & Branding by Ogilvy & Mather, Singapore

Type of entry: Environmental Design
Category: Point of Sale
Advertiser: FABER-CASTELL
Product/Service: ARTIST COLOR PENCILS
Agency: OGILVY & MATHER SINGAPORE, SINGAPORE
Advertiser FABER-CASTELL
Product ARTIST COLOR PENCILS
Entrant OGILVY & MATHER SINGAPORE, SINGAPORE
2 of 2 Campaign
Type of Entry: Environmental Design
Category: Point of Sale
Title: THE SCREAM
Advertiser/Client: FABER-CASTELL
Product/Service: ARTIST COLOR PENCILS
Entrant Company: OGILVY & MATHER SINGAPORE, SINGAPORE
DM/Advertising Agency: OGILVY & MATHER SINGAPORE, SINGAPORE

Chief Creative Officer: Steve Back (Ogilvy/Mather Singapore)
Executive Creative Director: James Protcer (Ogilvy/Mather Singapore)
Creative Group Head/Copywriter: Troy Lim (Ogilvy/Mather Singapore)
Creative Director/Art Director: Jon Loke (Ogilvy/Mather Singapore)
Art Director: David Stevanov (Ogilvy/Mather Singapore)
Art Director: Kairong Ku (Ogilvy/Mather Singapore)
Copywriter: Adeline Siow (Ogilvy/Mather Singapore)
Junior Art Director: Heng Sihui (Ogilvy/Mather Singapore)
Photographer: Jimmy Fok (Ogilvy/Mather Singapore)
Head Of Account Management: Shirley Tay (Ogilvy/Mather Singapore)
Account Executive: Ng Huimin (Ogilvy/Mather Singapore)
Illustrator: Loh Yi Qi (Ogilvy/Mather Singapore)
Illustrator: Inessa Low (Ogilvy/Mather Singapore)
Illustrator: Brandon Sim (Ogilvy/Mather Singapore)
Illustrator: Danny Ong (Ogilvy/Mather Singapore)
Illustrator: Alicia Tan (Ogilvy/Mather Singaproe)
Illustrator: Joyce Koor (Ogilvy/Mather Singapore)
Illustrator: Darshan Kadam (Ogilvy/Mather Singapore)
Sales Manager: Ivy Ong (A.W. Faber-Castell)

Brief Explanation
Very few people would walk into a shop selling color pencils unless they were already looking to buy some, therefore the key objective was to attract people to walk into the store.

Describe the brief from the client
To bring the spirit of artistry to the Faber-Castell store experience




Describe the creative solution to the brief/objective.



We turned the store window into an art gallery with specially created art pieces composed of hundreds of Faber-Castell Artist Color Pencils – the premium product of the flagship store.




Describe the results in as much detail as possible.



People posted photos of the Color Pencil Art on social media and sales of the Artist Color Pencils range increased by 30%.