Sharpie has strategically positioned itself as the advocate for self-expression. Encouraging consumers to “Uncap What’s Inside” and let their imaginations flow. To capitalize on this, we went to the heart of what makes Sharpie great…our Fans! Our core idea focused on Sharpie fans inspiring others - thus elevating fans to brand ambassadors. One of these ambassadors was Cheeming Boey, an artist whose canvas is a paper cup and tool of expression is a Sharpie Pen. We highlighted Cheeming Boey’s story of self-expression through an inspirational video that was showcased online, ending with a call-to-action of “What Are You Gonna Start?”.