Among the market clutter of a number of pen series in the market, Zebra wanted to promote its special product series, Extra Fine that gives the customers the crisp lines for even smallest details in a more memorable rather than a traditional form of advertising.

To develop the final design, we invited the artists to create their works from Zebra Extra Fine series pens that we decided on 3 masterpieces, “man”, “snake” and “home”. At the first glimpse, each work seems to be a simple drawing. However, each drawing is made of many other small details inside. This is how we demonstrate the efficiency of the extra fine series pens in a meaningful way. We then set up an art exhibition at an Art gallery, and was later on displayed across nationwide Zebra stores.

Brand Awareness of Zebra Extra Fine pen series increased by 50% after the drawing was exhibited in the art gallery.