Cannes Lions

PENCILS

LEO BURNETT HONG KONG, Hong Kong / STAEDTLER / 2014

Presentation Image
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Description

These days, people are using fewer and fewer pencils and rely more on computers, almost forgetting why we need pencils in the first place.

So we needed to remind people that STAEDTLER pencils is an essential tool for the flow of creative thoughts. We believe that every great idea comes from a million sketches, so we encourage them to keep sketching with STAEDTLER pencils.

Execution

To dramatize how STAEDTLER pencils can help people in creating great ideas, we visualized how a big idea actually comes to life. By using pencil shavings, we pieced them to create a whole visual. The visuals we selected are the world’s greatest inventions. By using this as our device, we demonstrated how great ideas are not simply created, but born through a complicated creative process, trial and chaos in brainstorming before finally getting to your best idea. Therefore, every idea starts with a simple pencil.

Outcome

The pencil shavings visual generated a lot of interest, helping to reinforce the creative power of a STAEDTLER Pencil. Many people shared the pencil shavings sculptures on Facebook and various design blogs. As a result, awareness of STAEDTLER pencils rose to 25% following the campaign.

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