Fanny Lau
Associate Creative Director at McCann Worldgroup, Hong Kong
Hong Kong, China
TitleArchitecture
Agency
Campaign Architecture
Advertiser Staedtler
Brand STAEDTLER
PostedNovember 2013
Business Sector Stationery & Office Supplies
Story 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. 
Philosophy To remind people, especially the younger generation, that the power of creativity comes from the freedom and inspiration of pencil sketching. 
Problem 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. 
Media Type Print
Executive Creative Director
Creative Director
Creative Director
Copywriter
Copywriter
Art Director
Photographer
Retoucher

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