The German pen manufacturer edding celebrated its 50th anniversary with an integrated image campaign addressing illustrators, designers and creative people alike. The brand wanted to strengthen its core values and become a topic of conversation where these people nowadays spend most of their time: online. Centerpiece of the campaign was the Wall of Fame Webspecial. An interactive live-drawing-board that features ten pens with which users can immortalize themselves. Everything is designed as realistically as possible: The limited number of pens increased the desire to get hold of one – and since the live character and realistic execution made it great fun to just watch others draw, explore comment and share. In short: We provided our target audience with a unique environment that encouraged them to just do what they can very good: express their creativity by drawing.The Wall of Fame had a silent launch: it was not advertised, there was no immediate press release. What we did do in advance was letting good illustrators know about the Wall and giving them a headstart to set a certain quality level. Or: Magic! When we activated the share mechanisms, design blogs noticed the wall. And in no time at all a collaborative piece of art with tens of thousands of drawings was created (by now more than 250,000 people from over 160 countries contributed a drawing to the Wall of Fame). Unique user-generated-content that was used for print ads showing the true creativity that has brought every edding pen to life for the past fifty years: The creativity of the people who use them.