Silver
Billboard
Consumer Campaign
| Entrant: | DAVID, São Paulo |
| Brand: | Faber-Castell |
| Title(s): | "Eye", "Coffee", "Lemon" |
| Corporate Name of Client: | Faber-Castell |
| Client Company: | Faber-Castell, São Paulo |
| Clients: | Marcelo Vecchi/Ilana Roque |
| Media Company: | DAVID, São Paulo |
| Media Strategy Directors: | Valdete Flor/Marcia Mendonça/Victor Santana |
| PR Company: | DAVID, São Paulo |
| PR Company Communications Director: | Sandra Azedo |
| Agency: | DAVID, São Paulo |
| Global Chief Creative Officer: | Pancho Cassis |
| Executive Creative Directors: | Rogério Chaves/Fabrício Pretto/Renata Leão/Marie Julie Gerbauld/Edgard Gianesi |
| Creative Director: | Guiga Giacomo |
| Senior Copywriters: | Rafael Barreiros/Filippe Pacheco/Vitória Ferrari |
| Senior Art Directors: | Tiago Embrizi/Guto Merino |
| Art Director: | Dante Reis |
| Agency Executive Producer: | Fernanda Peixoto |
| Agency Producers: | Mariana Marinho/Amanda Santos/Ariama Pereira/Deborah Pires |
| Agency Brand Strategist: | Sabrina Santos |
| Agency Strategy Directors: | Carolina Silva/Talita Alves/Julia Smidt |
| Agency Account Executive: | Amanda Mezejewski |
| Agency Account Director: | Fernanda Feldmann |
| Production Companies: | MOL, São Paulo/Norte, São Paulo |
| Sound Design Company: | Raw Audio, São Paulo |
Description:
Situation The Faber-Castell brand has a vast number of colored pencils, with ultra-differentiated textures, capable of reproducing any image. However, as a brand, it is still perceived by many as a basic school supplies brand.
Brief Communicate to all consumers the impressively high quality of Faber-Castell pencils, portraying the possibilities they offer beyond the school environment.
Objectives Increase the public's perception that Faber-Castell has superior quality materials.
Idea: We recreated the famous “Shot On iPhone'' campaign, which is based on high-resolution photos, however, with a very important difference: we used Faber-Castell pencils to produce every single image in our campaign.
We managed to increase the public's perception that Faber-Castell pencils have a high-quality standard with our impressively hyper-realistic hand-made illustrations.