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
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.