Staedtler Case study THE ULTIMATE PENCIL [video] by Dentsu Inc. Tokyo

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THE ULTIMATE PENCIL [video]

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Industry Stationery
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Producer Koumei Baba
Photographer Takaya Sakano
Production Tohokushinsha Film Corporation
Released May 2013

Awards

Cannes Lions 2013
Design Lions Posters Gold
Cyber Lions Print and Poster Ads Gold

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Posters
Advertiser: STAEDTLER NIPPON
Product/Service: MARS LUMOGRAPH
Agency: DENTSU Tokyo, JAPAN
Art Director/Illustlater/Designer: Hideto Yagi (Dentsu)
Art Director/Designer: Kozue Kojima (Dentsu)
Film Director: Shinya Nakajima (Tohokushinsha Film Corporation)
Copy Writer: Dai Hirose (Dentsu)
Producer: Koumei Baba (Tohokushinsha Film Corporation)
Photographer: Takaya Sakano ()
Retoucher: Yosuke Mochizuki (Tecono)
Cinematographer: Rui Okada ()
Gaffer: Takenori Higashimoto ()
Sound Designer: Tatsuya Yamada ()
Brief Explanation
We produced two very detailed drawings using only the Staedtler pencil, to produce a level of appeal that exceeds any photography. 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.
Describe the brief from the client
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.
Design Process
The whole process until the drawings were completed was photographed using still shots and these were produced and published in the form of graphics, television commercials and a book.
Results
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.