Pelikan Artline Promo, Case study ARTHUR LINE @ THE ASHES by Blaze Advertising, GPY&R Sydney

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Industry Stationery
Media Promo & PR, Case study
Market Australia
Agency Blaze Advertising
Art Director Luke Simpkins
Copywriter Hamish Spencer
Strategic Planner Michaela Brown
Agency GPY&R Sydney
Executive Creative Director Julian Watt
Creative Director David Joubert
Released January 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: PENS
Agency: BLAZE
Date of First Appearance: Jan 3 2011
Executive Creative Director: Julian Watt (George Patterson Y&R)
Creative Director: David Joubert (George Patterson Y&R)
Digital Art Director: David Jackson (George Patterson Y&R)
Art Director: Luke Simpkins (George Patterson Y&R)
Copywriter: Hamish Spencer (George Patterson Y&R)
Group Account Director: Jenny Willits (George Patterson Y&R)
Account Manager: Cormac Stanford (George Patterson Y&R)
Planning Director: Moensie Rossier (George Patterson Y&R)
Strategic Planner: Michaela Brown (George Patterson Y&R)
Media placement: Ambient Guerilla/Social Network - Sydney Cricket Ground - 3 January 2011

Insights, Strategy & the Idea
Artline's main competitor Sharpie has an affiliation to soccer and Artline wanted to re-engage with sport fans and attach themselves to sport in general and be the pen of choice when getting player signatures. Our client wanted a presence at the 2010/2011 Ashes Cricket Tournament but had no where near the dollars required to sponsor such an event as they run into the millions. People love caricatures and they love sport so we brought the two together. An extremely relevant idea as the product was key to the success.

Creative Execution
We created a character called Arthur Line. A cartoonist who hijacked the matches to prove the power of the pen – He created cartoons LIVE and shared the ball by ball drama with the crowd. And tried to drum up as much publicity as he could. It was an ambient stunt designed to create hype and (hopefully) gain the attention
of the commentary and the cameras (where the big media exposure potential lay).

Results and Effectiveness
After the crowd picked up on his work he attracted the attention of the major broadcaster (channel 9)
Who broadcast to over 230million households around the world.
Even David Hasselhoff, who was at the game, got in on the act with a personalised drawing that was sent out on news media across the entire world. All for the cost of a Pen, pad and a few tickets.