We needed to approach an audience that is always with their smartphones and tablets in hand and invite them to put those devices away and pick up pens and pencils again. We needed to spark the interest for hand crafted ideas and the blank piece of paper on people who have an abundance of interesting things to look at. The challenge was fighting this clutter of images and news that digital devices feed our audiences every second.

On Instagram, people were invited to add our campaign’s concept #handmadeideas on their photos. For a month, 12 artists illustrated the photos we received with their own unique styles and using only Faber-Castell products. Once the first illustrations were sent back to consumers and reposted by them, the idea spread quickly on the social media. Fans and artists became the best media for our message, since every illustration they posted on their timelines reached their fans.

In just 1 month, the HANDMADE FILTER transformed 130,000 people’s timelines into true art galleries, boosting Faber-Castell’s profile with a 1,013% increase in followers. Literally everybody that received an illustration reposted it, helping spread the message of the filter, which in turn sparked the conversation around handmade ideas. Now, people have already started picking up pens and pencils again, sending us their own drawings on Facebook and Instagram, turning Faber-Castell’s profiles into HUBs where people share and comment on handmade ideas.