The Brief: More and more, the younger generation has succumbed to the convenience of digital technology and replaced the classic technique of pencil sketching with digital sketch pads. STAEDTLER, the world-renowned sketching pencil believes that inspiration derived from pencil sketching can never be replaced by any digital means. STAEDTLER intends to revive the memory in people of where designs originally begin – A sketch pencil. With the success of last year’s campaign, this year features new inspirations to refresh the campaign.
The Challenge: 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 architecture and aerospace design are conceived from the tip of a STAEDTLER pencil.
Advertising Agency: Leo Burnett, Hong Kong
Executive Creative Director: Connie Lo
Creative Directors: Miranda Shing, Adrian Lam
Copywriters: Fanny Lau, Wen Louie
Art Director: May Chan
Photographer: Stephen Cheung
Computer Retoucher: Henry Chan