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Consumer Campaign

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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.