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To come up with a creative campaign for Sharpie's new line of product the liquid pencil. Target Audience are the younger professionals who are fa… Read More
To come up with a creative campaign for Sharpie's new line of product the liquid pencil. Target Audience are the younger professionals who are family oriented, either just getting settled out of college or just starting a family. They are passionate about the things they do in terms of their career, but aren't always completely serious and sometimes forgetful or clumsy. Secondary TA can also be young adults/18 - 24 years. Read Less
Published:
Sharpie Liquid Pencil
Erasable, but still a Sharpie.
Print ads part of the campaign.  All read a tag, change your mind at Sharpie.com.  This tag works on two levels, you can change your mind when you're writing or using the pencil, and you can dare to change your mind about Sharpie as a brand, it's no longer all about the permanence.

Another important point is that if they don't read anything from the headline, they'll see Sharpie Liquid Pencil
for sure through the accent color.
Examples of how the long headlines can translate into short worded billboards.  The result is a short and witty title to call the new pencil.  Keeping the dynamic way of displaying the sharpie coming into the frame of the design will be only using billboards that have off-center polls and creating them into the whole pen.
Front page of direct mail
First spread design
Second spread
Third and final spread.  The darker part shown that says save is a part that folds down and
reveals the coupon underneath. 
Back page with the extended full version of the tagline for the Liquid Pencil.