Faber-Castell Print THE THANK YOU PROJECT by Ogilvy & Mather Singapore

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THE THANK YOU PROJECT

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Industry Stationery
Media Print, Magazine & Newspaper
Market Singapore
Agency Ogilvy & Mather Singapore
Director Tim Knowles
Editor Koon Lim
Released November 2011

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: FABER-CASTELL
Product/Service: ECO-SERIES
Agency: OGILVY & MATHER SINGAPORE
Chief Creative Officer: Steve Back (Ogilvy & Mather Singapore)
Executive Creative Director/Director: James Daniels (Ogilvy & Mather Singapore)
Creative Director/Copywriter: James Yap (Ogilvy & Mather Singapore)
Creative Director Art Director: Ian Lee (Ogilvy & Mather Singapore)
Head Of Account Management: Shirley Tay (Ogilvy & Mather Singapore)
Agency Producer: Ping Lim (Ogilvy & Mather Singapore)
Agency Producer: Stephenie Lee (Ogilvy & Mather Singapore)
Director: Tim Knowles (Tim Knowles)
Cinematographer/DOP/Lighting/Cameraman: Bevis Bowden
Cinematographer/DOP/Lighting/Cameraman: Allan Myles
Editor: Koon Lim
Editing Company/Post Company: Iceberg Design (Iceberg Design)
Sound Design/Arrangement: Fuse Audio (Fuse Audio)
Media placement: Outdoor - Gallery/Bus Shelters - 15 November 2011
Media placement: Art Gallery - Art Galleries - 15 November 2011
Media placement: Digital - Outdoor Posters - 15 November 2011
Media placement: Short Film - Internet - 15 November 2011
Media placement: Art Auction - Auction House - 15 November 2011

Describe the objective of the promotion.
As the world's largest maker of stationery, Faber Castell needed to brand themselves green. To spearhead this objective is Faber Castell's Eco-Series. Our job was to create awareness of it.

Describe how the promotion developed from concept to implementation.
To launch the Eco-Series, we didn’t talk about eco-friendly benefits. We needed a way to cut through the norm. So we got nature to thank people for using the Eco-Series.

Explain why the method of promotion was most relevant to the product or service.
To spread the message of thanks, we chose multiple channels. Outdoor posters let you enjoy the thank you. Exhibitions brought the thank you to the world. Through the web, you could even meet the trees. For a lucky few, they could take a thank you home. And a short film let us share the thank you everywhere.

Describe the success of the promotion with both client and consumer including some quantifiable results.
It is a little known fact that Faber Castell has been green since 1978. They recycle 88% of their waste, a number of factories self-generate heat and electricity. They plant 2m trees a year, creating a neutral carbon footprint. These are just some of their achievements. Regrettably, these successes are little-known outside the company. Their green stories remain untold. Until now. The Thank You Project, using the Eco-Series, starts that conversation. With positive responses received, the campaign has opened doors for Faber Castell. Come 2013, they plan to launch part 2 of the Thank You Project.