Staedtler Design & Branding THE PENCIL CAMPAIGN by Leo Burnett Hong Kong

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Industry Stationery
Media Design & Branding
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Creative Director Adrian Lam
Copywriter Fanny Lau
Photographer Kenneth Li
Illustrator Henry Chan-Fusion
Released April 2012

Credits & Description

Category: Posters
Advertiser: STAEDTLER
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Deputy Executive Creative Director: Miranda Shing (Leo Burnett Hong Kong)
Creative Director: Adrian Lam (Leo Burnett Hong Kong)
Creative Director/Copywriter: Wen Louie (Leo Burnett Hong Kong)
Senior Art Director: May Chan (Leo Burnett Hong Kong)
Copywriter: Fanny Lau (Leo Burnett Hong Kong)
Management Supervisor: Margaret Chan (Leo Burnett Hong Kong)
Brand Manager: Hanford Sheng (Leo Burnett Hong Kong)
Photographer: Kenneth Li
Illustrator: Henry Chan
Acknowledged And Supported By: Dalton M Chetti
Media placement: Posters - In-Stores - 23 April 2012

Describe the brief from the client
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.

Describe the challenges and key objectives
To remind people, especially the younger generation, that the power of creativity comes from the freedom and inspiration of pencil sketching.

Describe how you arrived at the final design
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. All these designs were born long before computer drawings were invented.

Give some 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.