In high school, my worst nightmare was when a teacher would force us to write an assignment in pen. The idea of having a hideous, scratched out essay disgusted me. Using this insight, I created a campaign for Sharpie Liquid Pencil called "Erase Your Nightmares".
Above and below is a series of print ads that would run in magazines such as Seventeen, Teen Vogue, and other magazines popular with high-schoolers.
The microsite for Erase Your Nightmares serves as a hub for the product and the personality of the campaign.
A home page that gives a brief description of the product as well as links to the rest of the site. Social media buttons are also at the bottom.
Since this campaign is aimed at high schoolers, I felt that having an element for educational help would make sense. This page has links to resources for each of the topics shown.
The #eraseyournightmares would be collected from all over social media and presented on a live feed on the microsite.
As a fun element for users, they could write a quick note to their friends and Sharpie would post it on their friends' facebook wall as if it was a handwritten note.
Examples of what the Facebook notes would look like.
Sharpie currently doesn't have a large social media presence, so I felt that increasing their social media voice would be important for a campaign aimed at high schoolers. They would post links to academic help as well as engage with their users with questions such as "What are your worst nightmares? Share them with us at #eraseyournightmares."
Buzzfeed has become a massively popular website, and they do great work with ads. I wanted to create a Buzzfeed article that promotes the Sharpie Liquid Pencil voice while still being funny and amusing to the target audience, so I wrote and created this article.
