The Faber-Castell GRIP 2001 is a new designed pencil. At the same time, Faber-Castell has reached its 250th years anniversary. The campaign is targeting the design professionals, focusing the grip and break-proof features.In the three print ads, pencil sketches are the occupying graphic style, in order to show that is the process of creative. In which, it has show some design scenarios of architects, fashion designers etc. That helps to show how bad, annoying and embarrass is it, when they face the problem of broken lead. At the right-handside, it provides the solution with the GRIP 2001, with the copy ‘You need a break-resistant hero’.