Situation

The Faber-Castell brand has a vast number of colored pencils, with ultra-differentiated textures, capable of reproducing any image. However, as a brand, it is still perceived by many as a basic school supplies brand.

Brief

Communicate to all consumers the impressively high quality of the finer variant line of Faber-Castell pencils, portraying the possibilities they offer beyond the school environment.

• Objectives

Increase the public's perception that Faber-Castell has superior quality materials.

The "Shot On Faber-Castell" campaign is based on the assumption that Supersoft line pencils are capable of reproducing real-world colors with extreme fidelity. And to prove this, we created hyper-realistic illustrations and placed them in a layout identical to that of the "Shot On iPhone" campaign, which is known worldwide for presenting incredible photographs. And to reinforce the message that pencils are capable of delivering almost photographic quality, we kept the word "Shot" instead of using words like "drawn" or "captured". In short, we made a parody of the most famous photo campaign of all time to exalt the quality of Faber-Castell's Supersoft pencils, using human talent and going against the grain of images generated by Artificial Intelligence.

• Target audience

Both S AB 18+ (6,521,610 people impacted)

• Approach

With a premium pencil providing superior pigmentation, there are no limits to creativity.

• Implementation

Shortly after the "Shot On iPhone" campaign ran in Brazil, we launched the "Shot On Faber-Castell" campaign using OOH media, just like the Apple campaign did.

• Timeline

From 03/26 to 04/01/2024

• Placement

Av Europa, 158 - Museu Brasileiro Da Escultura

Av Brig Faria Lima, 3730 X R Leopoldo C. Magalhães Jr

Av Pedroso De Morais, 1594 X R Ferreira De Araújo

Av Brig Faria Lima, 3999 X Av Pres. Juscelino Kubitscheck

Av Dos Bandeirantes, 552 X Pc Francisco Patti

• Scale

36,288 insertions

• Sales

+ 22%

• Reach

6,521,610 people impacted

• Achievement against business targets

Reach 853% higher than expected.