WALL OF FAME by Kempertrautmann, Kempertrautmann Hamburg for Edding

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WALL OF FAME

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Industry Stationery
Media Promo & PR, Case study
Market Germany
Agency Kempertrautmann
Art Director Simon Jasper Philipp, Florian Schimmer, Stefan Walz
Agency Kempertrautmann Hamburg
Released January 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: EDDING INTERNATIONAL
Product/Service: STATIONARY
Agency: KEMPERTRAUTMANN
Date of First Appearance: Jan 29 2011
Entrant Company: KEMPERTRAUTMANN, Hamburg, GERMANY
Entry URL: http://www.wall-of-fame.com/
Creative Direction/Art Direction: Simon Jasper Philipp (kempertrautmann)
Creative Direction/Copywrinting: Christoph Gähwiler (kempertrautmann)
Creative Direction/Art Direction: Stefan Walz
Creative Direction: Gerrit Zinke (kempertrautmann)
Creative Direction: Christian Fritsche (kempertrautmann)
Art Direction: Florian Schimmer (kempertrautmann)
Account Manager: Niklas Kruchten (kempertrautmann)
Account Manager: Elisabeth Einhaus (kempertrautmann)
Account Manager: Andrea Bison (kempertrautmann)
Account Manager: Dorothea Feurer
Visuell and Special Effects/Computeranimation/Post Production/Motion Graphics und 3D: (Liga_01 Computerfilm (Stiftanimationen))
Art Buying: Susi Kastner-Linke (kempertrautmann)
Art Buying: Lina Eggers (kempertrautmann)
Post Production: (flavouredgreen / PX Group)
Photography: Sarah Illenberger
Audioproduction: (Supreme Music)
Copywriting: Michael Götz (kempertrautmann)
Copywriting: Samuel Weiß (kempertrautmann)
Motion Graphics and 3D/Production/Programming/Technical Installation/Technical Conception: (demodern | digital design studio)
Photography: (Nordstern Studio)
Media placement: Online - Www.wall-Of-Fame.com - 29.01.2011
Insights, Strategy & the Idea
On the occasion of its 50th anniversary, pen manufacturer edding wanted to bring the brand to mind for illustrators and creative types alike. edding continues to enjoy great brand affinity among this target group but the trend towards computer work means its well-known permanent markers are gradually being forgotten. The computer is not only used for work – it also enables people to be entertained and inspired, something that we made the most of.
Creative Execution
The edding Wall of Fame is an interactive live drawing board that features eight pens with which you can draw and illustrate together in real time. But there really are only eight pens, so the first person to pick one up gets to go first. Anyone arriving later can watch, discover and share. Any section of the canvas can be selected and linked with social networks in just two clicks. Everything is presented as realistically as possible. As you would expect from edding, the pens are permanent. Additionally, the canvas can be continually expanded. In short: the site offers the authentic, social product experience you associate with edding but in a digital environment.
Results and Effectiveness
The implementation and the “Share” mechanism meant that a collaborative artwork was created from over 40,000 drawings after the first month alone. In this time, over 65,000 people from over 100 different countries spent on average longer than four minutes on the site. Countless tweets and posts in relevant blogs boosted awareness of the campaign. And it continues to grow – even as we speak.