“Shot On Faber” is a parody of Apple’s famous “Shot On iPhone” campaign, which was broadcasted mainly in outdoor media. To make the public believe, at first, that our work was part of the original campaign, it was essential to use the same media and be in the same environment as the previous campaign. Furthermore, our work for Faber-Castell featured hand-made images all created to be viewed in large-scale sizes, making the outdoor environment the ideal space for broadcasting Faber Castell's campaign.

The Faber-Castell brand has a vast number of colored pencils, with ultra-differentiated textures and exceptional high quality, capable of reproducing any image, whether they are illustration or photography. To prove this point, we recreated the famous “Shot On iPhone'' campaign, which is based on high-resolution photos, however, with a very important difference: we used Faber-Castell pencils to produce every single image in our campaign.

We managed to increase the public's perception that Faber-Castell pencils have a high quality standard with our impressively hyper realistic hand-made illustrations.

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 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 caught the public’s attention and generated comments on social media not only due to the quality of the illustrations and the absurd similarity to photographs, but also due to the appreciation of the artists’ work promoted by a brand like Faber-Castell, which is a brand all for creativity in all of its expressions. These were posts that endorsed the perception of the high quality of Faber-Castell pencils, proving that the brand's objectives were successfully achieved by a surprising execution of the product's value proposition.