Central to the brief is the brand´s aim to offer each target segment a writing tool they can identify with personally, a concept summarised as 'The Writing Obsession'. The challenge was to make the most of the medium to expand the possibilities of this concept - not only to target segments but to each individual user. Users are offered at the start the possibility to identify themselves not only with the product but with their own way of understanding the writing moment. They then delve deeper into the possibilities offered to them by the brand through its products.