THE ART OF COLOR PENCILS by Ogilvy & Mather Singapore for Faber-Castell

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THE ART OF COLOR PENCILS

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Industry Stationery
Media Print, Magazine & Newspaper
Market Singapore
Agency Ogilvy & Mather Singapore
Executive Creative Director James Protcer
Art Director Kairong Ku, David Stevanov
Copywriter Adeline Siow
Photographer Jimmy Fok-Calibre
Illustrator Brandon Sim, Danny Ong, Alicia Tan, Loh Yi Qi, Inessa Low, Joyce Koor, Darshan Kadam
Released April 2012

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: FABER-CASTELL
Product/Service: ARTIST COLOR PENCILS
Agency: OGILVY & MATHER SINGAPORE
Chief Creative Officer: Steve Back (Ogilvy&Mather Singapore)
Executive Creative Director: James Protcer (Ogilvy&Mather Singapore)
Creative Director/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: Brandon Sim (Ogilvy&Mather Singapore)
Illustrator: Danny Ong (Ogilvy&Mather Singapore)
Illustrator: Alicia Tan (Ogilvy&Mather Singapore)
Illustrator: Joyce Koor (Ogilvy&Mather Singapore)
Illustrator: Darshan Kadam (Ogilvy&Mather Singapore)
Illustrator: Loh Yi Qi (Ogilvy&Mather Singapore)
Illustrator: Inessa Low (Ogilvy&Mather Singapore)
Media placement: In-Store Window Display - Faber-Castell Flagship Store, Ion Orchard - 01 April 2012

Describe the objective of the promotion.
To promote Faber-Castell’s top-of-the-line range of “Artist Color Pencils”.

Describe how the promotion developed from concept to implementation.
We used thousands of “Artist Color Pencils” to re-create famous masterpieces using color pencils as the medium itself. We shot a video of the making and released it online to pique interest and drive people to the store. The video was also played in-store next to the art work.

Explain why the method of promotion was most relevant to the product or service.
Color pencils don’t attract crowds. But by turning the store window into a mini art gallery with the products themselves as Art, we attracted the attention of aspiring artists, students, and professionals and promoted the product "Artist Color Pencils" range at the same time.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Walk-in customers increased by 300% and sales of the “Artist Color Pencils” product range increased by 30%. The making-of video received more than 20,000 views in the first week.