Listening to the sound of writing with ballpoint pens, CARAN D’ACHE noticed that the differences between each letter’s shape and number of strokes led to different sounds. The brand built on this by developing combinations of letters that sound like passages from classical music pieces. This was adapted to an original paper for test-writing that was placed at the storefront of stationery shops, urging people to test CARAN D’ACHE pens to try to play classical music with handwriting.

The special test-writing paper drew people’s interest amidst the clutter of information within stationery shops and many of them tried it out, leading to an extension in the time people spent checking CARAN D’ACHE products out at the storefront. The campaign let people experience the functionality of the brand’s products and urged them to purchase. By adding an unprecedented fun factor to test-writing at the storefront, the brand strongly conveyed playful images.