Cannes Lions

HELVETICA

LEO BURNETT HONG KONG, Hong Kong / STAEDTLER / 2014

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Overview

Entries

Credits

Overview

Description

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

Execution

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. This time, groundbreaking font design are conceived from the tip of a STAEDTLER pencil.

Outcome

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.

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