2012 Results

CAT 33 - Print Craft (PRE)


Leo Burnett, Hong Kong (HONG KONG)

Staedtler, "The Pencil - Church"33-01431-PRE

Agency (city): Leo Burnett, Hong Kong

Creative Director(s): Connie Lo, Adrian Lam

Copywriter(s): Fanny Lau, Wen Louie

Art Director(s): May Chan

Photographer(s): Stephen Cheung

Acknowledged and Supported by: Dalton M. Ghetti

Retoucher: Henry Chan

Short explanation

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. All these designs were born long before computer drawings were invented.


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.