2013 Results

CAT 33 - Print Craft (OUT)


Leo Burnett, Hong Kong (HONG KONG)

Staedtler, Sketching Pencil: "Architecture"33-01054-OUT

Agency (& City): Leo Burnett, Hong Kong

Executive Creative Director: Connie Lo

Creative Director(s): Miranda Shing, Adrian Lam

Copywriter(s): Fanny Lau, Wen Louie

Art Director(s): May Chan

Photographer(s): Stephen Cheung

Computer Retoucher: Henry Chan

Acknowledged and supported by: Dalton M. Ghetti

Short explanation

The Brief:
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.

The Challenge:
To remind people, especially the younger generation, that the power of creativity comes from the freedom and inspiration of pencil sketching.

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.