Advertising Appeals: Fear & Emotional

Emotional Appeal

Designed to associate the Monggol brand with emotional connection. This concept is experimenting on the emotional aspects an artist gets, the nostalgia of remembering someone through drawing and that wouldn't be possible with a good Monggol Pencil. 

Fear Appeal

Designed to associate the Monggol brand with feelings of Fear and a bit of Humor. The fear mongering aspects of advertising can be controversial and but believe to gather attention very quickly, while adding humor as well can make a brand memorable. This concept was applied here to associate the fear of studying and not having a pencil at an exam, the over-the-top scenario which correlates fear and a bit of humor to the importance of not losing your Monggol pencil.